Investigative Reporters & Editors (IRE)
Telling a Brand Story
Investigative Reporters & Editors is a grassroots non-profit organization that serves journalists across the globe.
The non-profit was founded in 1975, and it has since grown to become the number one resource for investigative journalists in the world.
IRE remains up-to-date on global events big and small, but when leaders of the non-profit approached us, the IRE image was portraying a different story. The client felt the website was outdated, the visuals needed a refresh, and the messaging was floundering. It was clear the IRE brand story needed some fine-tuning.
Tell the same story.
IRE has grown a great deal in 45 years, but its messaging hadn’t evolved with the organization. Without one clear voice, IRE team members were left infusing their own when speaking on behalf of the organization. This disjointed approach caused confusion internally and externally.
To define IRE’s brand voice, we created copywriting standards for the brand. The in-depth document includes consistent, concise messaging and provides guidance for how to speak. Now, IRE is telling the same story across all platforms.
Staying up to date. Unlike IRE’s original brand, the new, modern visuals were made for digital.
The digital age.
IRE hosts a robust library of resources on its website, which is the cornerstone of the support it provides to journalists. The previous comprehensive digital collection was on an old server and difficult to use. So instead of simply updating the original IRE website to match the new brand, we partnered with a website developer to design a new web experience for the journalists using the site.
The project resulted in a website that is both beautiful and functional. Now, everyone who visits the site can experience the refreshed brand identity, and journalists can easily navigate the password-protected resource library. Investigative reporters already have a difficult job, but at least now the new IRE interface makes it easy for them to get the support they need.
““Our new friends at Hoot have been dream partners for Investigative Reporters and Editors. They helped us rebrand our 45-year-old nonprofit association with fresh design elements and visuals, along with smart marketing strategies to grow and sustain our organization. IRE was so pleased with the branding and marketing work that we hired Hoot. for a complete overhaul of our website. I highly recommend Hoot Design Company.””