Moving a forward-thinking brand forward
WIRED is all about the adventure story of what is to come, illuminating how technology is changing every aspect of our lives. For 25 years, its editors have told stories that are rigorous, accurate, and evidence-driven, helping readers navigate new ways of thinking and make new connections. For a long time, WIRED had this territory all to itself. But today, stories about technology and innovation can be found in, well, lots of places. So WIRED asked us: “How do we stand apart for years to come?” We partnered with the WIRED team to assemble a who’s who of Silicon Valley, and asked them about their vision of the future and WIRED’s place in it. Building on their insights—and a few of our own—we created not only a brand strategy, but a framework that turbocharged WIRED’s editorial engine. In the two years after implementing this strategy, the team grew WIRED’s audience by 50%—surpassing 1 billion page views and 250 million unique visitors—while tripling its social media reach and quintupling video plays.