Brand Tone

Sophisticated & Cultured, Aspirational yet Accessible, Authoritative & Trusted, Confident & Independent, Appreciative of Quality & Aesthetics, In-the-know & Discerning.

Brand Values

• •Quality: In content, product selection, and visual presentation.
• •Curation: Carefully selecting the best of what cities have to offer, extending to the products in their shop.
• •Independence & Integrity: Maintaining editorial independence and transparency with branded content.
• •Supporting Local Culture & Businesses: Highlighting and promoting local establishments and creators.
• •Enriching City Life: Helping people discover and enjoy the cultural experiences in their cities.
• •Aesthetic Sensibility: A strong appreciation for design and visual appeal.
• •Community Connection: Fostering a connection with readers and between readers and their cities.

Best Practices

• •Ensure visual and textual harmony: the elegance of the copy should match the high-quality photography and minimalist design of the Broadsheet brand.
• •Highlight craftsmanship, origin, and unique qualities.
• •Maintain an inclusive yet discerning tone.
• •Emphasize the discovery of unique and high-quality experiences.
• •Focus on enriching city life and supporting local culture.

Social Perception

Broadsheet is widely perceived as a highly influential and respected voice in Australian urban culture, particularly in food, arts, and lifestyle. It's seen as a trusted source for discovering new and high-quality experiences and products. The brand is associated with good taste, style, and being 'in the know.' The 'Broadsheet effect' is a testament to its influence.

Copy Examples

• •Discover Melbourne's hidden laneway cafes: Where the aroma of freshly roasted coffee beans mingles with the city's vibrant pulse.
• •Elevate your home with handcrafted ceramics from local artisans. Each piece tells a story of dedication and timeless design.
• •Indulge in a culinary journey at Sydney's newest dining destination. Experience innovative flavors and impeccable service.
• •Explore the art of mixology with our curated selection of premium spirits. Craft unforgettable cocktails that reflect your discerning taste.
• •Broadsheet Editions: Curating the best of city living, from inspiring cookbooks to timeless lifestyle items.