Business Wire Rebrand

by McGuffin Creative Group

Business Wire established an evolved brand positioning that draws on the company’s nearly 60-year history in news distribution while reflecting its capabilities and expertise in a changing media environment. Business Wire asked McGuffin to develop a new identity that would embrace the new positioning. Using their new positioning work as a guidepost, McGuffin evolved both their look and their voice to more accurately reflect the future of Business Wire. We modernized their logo and visual identity, and used that thinking to develop materials for them to roll out their new brand both internally and externally. The goal was to convey a global organization committed to empowering its customers to deliver essential information that moves the world.


Silver in Media 2021

Created by:

Lead Designer

Valerie Rausch (Art Director)

Design Company

McGuffin Creative Group

Project Website

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Business Wire

Design Team

Bob Sprecher (Creative direction), Valerie Rausch (Art direction/Brand identity), Katie Fredrich (Logo design), Gene Payne (Ad and video copywritin...

Video (direct link)

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Individual Credits

Art Director: Valerie Rausch
Creative Director: Bob Sprecher
Designer: Katie Fredrich