Brandmelder is a new editorial project by Netzwerk Klimajournalismus Deutschland e.V., with a clear mission: to observe German climate journalism and put it in context. In just one month, we developed the brand strategy, identity, and website from scratch—including a custom tool that translates imagery into the brand’s signature dot pattern.
The idea was sharp from day one: climate topics shape politics, economy, and society, yet how the media reports on them rarely becomes a subject of public debate. Brandmelder closes that gap. What was missing was an identity that could carry this editorial stance: precise enough for a critical newsroom and accessible enough for a broad audience, reaching readers outside the green bubble.
Problem
The idea was sharp from day one: climate topics shape politics, economy, and society, yet how the media reports on them rarely becomes a subject of public debate. Brandmelder closes that gap. What was missing was an identity that could carry this editorial stance: precise enough for a critical newsroom and accessible enough for a broad audience, reaching readers outside the green bubble.
We developed Brandmelder as a brand in its own category. At the core sits a dot grid, derived from the network’s logo and pushed further: a custom-built tool translates imagery into this grid, giving the editorial team a flexible, scalable instrument for a consistent visual language. The brand design system was built to withstand growing output, new formats, and a larger team. In parallel, we developed the website, social media assets, and merchandise—all conceived, aligned, and launched within a few weeks.
Solution
We developed Brandmelder as a brand in its own category. At the core sits a dot grid, derived from the network’s logo and pushed further: a custom-built tool translates imagery into this grid, giving the editorial team a flexible, scalable instrument for a consistent visual language. The brand design system was built to withstand growing output, new formats, and a larger team. In parallel, we developed the website, social media assets, and merchandise—all conceived, aligned, and launched within a few weeks.
Brandmelder launched with an identity that carries the editorial ambition of the project both visually and strategically. The brand feels journalistically serious without being closed off, and gives the newsroom a system they can work with independently. The image tool ensures visual recognition across all channels without adding to production load. Brandmelder shows how fast brand work can move when content, strategy, and design are thought through together from the start.
Impact
Brandmelder launched with an identity that carries the editorial ambition of the project both visually and strategically. The brand feels journalistically serious without being closed off, and gives the newsroom a system they can work with independently. The image tool ensures visual recognition across all channels without adding to production load. Brandmelder shows how fast brand work can move when content, strategy, and design are thought through together from the start.
“The team at NEW STANDARD.S grasped the spirit of the project very quickly and advised us strategically with a lot of experience from working with NGOs. What impressed us most was the foresight with which the visual identity was developed: not just visually strong, but flexible, functional, and built for long-term growth. On top of that, a collaboration that was exceptionally efficient, enjoyable, and precise—despite the short time we had.”
— Netzwerk Klimajournalismus Deutschland e.V.
“A simple visual idea became the anchor of the brand’s design system. It connected to the network as the project’s initiator, gave us a visual logic, and once we built the tool around it, the whole system fell into place.”
— Louis Rienäcker, Designer
