Digital publisher Buro Global this week unveiled the new brand identity for Buro24/7, its luxury lifestyle destination for affluent millennials.
The new brand identity accompanies a complete redesign of the websites within the Buro24/7 digital network and represents a new era of investment and expansion for the brand, says the company.
Buro24/7 launched in 2011 and focuses on the premium lifestyle category, in emerging luxury markets and has a core audience of 18 to 34-year-olds. It operates in nine countries and claims a reach of 11.5 million people across digital and social platforms.
Buro Global is headed up by CEO Nick Smith, formerly Prestige & Lifestyle Director at News Corp Australia and editor in chief of GQ Australia. Under Smith’s direction, Buro Global is also announcing the launch of a flagship destination – ‘Buro24/7.com’ – in the first half of 2019 from the company’s headquarters in Soho London. This major launch for the company will see a 25-strong editorial, digital marketing and commercial team employed to boost its Western European audience and operations. Crystal Malachias, formally Digital Group Head at Hearst UK, has also joined the company as Group Commercial Director to drive commercial and brand partnerships for the flagship destination and the global network.
The new brand identity was designed by Group Creative Director Patrick Waugh. Waugh describes it as, “cleaner, more sophisticated, bolder and yet still accessible to our affluent millennial audience. We have also introduced a design icon known as the Buro dot design which abstractly re-interprets the notion of 24/7 for today. It can sit alongside the wordmark and be integrated into on and offline communications and experiential activities. And we’re having fun with that, collaborating with artists seasonally to bring personality and excitement to the brand.”
Nick Smith, CEO of Buro Global, said, “While we’ve always been a trailblazer in the digital publishing space, the unveiling of our new brand identity symbolizes a greater ambition for Buro24/7. It’s an era of growth, innovation and investment. We’ll deliver a new audience platform, spearheaded by the launch of our flagship destination in the UK in the first half of 2019. With this, we’ll redefine emotion, experience and engagement in premium publishing – these are the three most important metrics to connect with millennial audiences. Coupled with this is the imminent expansion into new territories, bringing on the most amazing talent, and creating an irresistible corporate culture to make Buro Global the most exciting and innovative publisher to work with, or for. We are the new face of luxury media.”
Crystal Malachais, Group Commercial Director of Buro Global, added, “I’m delighted to be joining the leadership team of Buro Global at a time of incredible energy and momentum. What’s most exciting is the depth of talent across the Buro24/7 network driving highly engaged audiences, be it in editorial, creative or technology. Adding scale to that through the launch of our flagship site and new territories, will allow us to offer brands something compelling, all the time, keeping digital innovation and audience engagement at the core of our unique proposition.”