SmartNews

SmartNews had achieved remarkable success in Japan, becoming the leading source for trusted news. As the company accelerated its push into the U.S. market, it saw an opportunity to evolve the brand to better connect with a broader, global audience.

Following a $230 million Series F raise at a $2 billion valuation in September 2021, fueling U.S. expansion and product growth, SmartNews partnered with Wunderdogs in early 2023 to reposition the brand.

Empowering people with diverse perspectives

SmartNews aims to empower people by offering a range of perspectives, helping foster a more informed and empathetic world. Our work began by redefining the brand’s foundation and sharpening its core messages to resonate across a broad, diverse user base. We refined both the messaging and brand voice, giving SmartNews a clear, compelling platform to communicate its mission with distinction.

Repositioning a news brand

We set out to align the SmartNews brand with what people expect from a modern news provider: one that’s on the pulse of culture and world affairs. SmartNews offers perspectives users can’t find elsewhere, and the new brand messaging reflects that: striking a balance between honesty, openness, and a focus on curated content that supports well-being. We also emphasized SmartNews’ unique combination of machine learning and human editorial oversight, reinforcing its commitment to delivering trusted, relevant information.

Expanding visual foundations

Building on SmartNews’ existing visual identity, we enhanced and expanded the design system to support the digital team in creating a more refined and cohesive in-app experience. The evolved visual ecosystem was designed to flex across a range of audience needs—ensuring clarity, usability, and consistency while guiding users through a more intuitive and engaging product experience.