The Globe and Mail’s new brand platform, “What Shapes Your World?” is adapting its typography and motto to highlight its core values. The hero campaign, led by the Globe’s AOR VML, features phrases such as “the true and north” and “the story and source” overlayed onto Canadian urban and rural landscapes.

“In an increasingly complex world, Canadians seek trusted sources that not only inform but also help them understand the nuances that truly matter,” says Sean Humphrey, VP of marketing, product and digital experience at the Globe and Mail. “Our ‘What Shapes Your World?’ campaign is a powerful articulation of our mission.”

The outlet’s primary aim is to empower readers to navigate, engage with and shape their world, Humphrey adds. “We also needed something that could work across our products and content while maintaining a consistent tone,” he says. “VMLs idea to ‘unlock’ our logo and typography provided us with a number of opportunities with the communication – it’s an efficient, fun and flexible system that can easily be adapted.”

Many of the Globe’s previous campaigns focused on specific news events such as an election or U.S. tariffs, Humphrey points out. For instance, work last year, by former agency partner Blackjet, highlighted these hot button issues to reinforce the Globe and Mail’s status as a reliable source of news, with the aim to drive subscription growth while emphasizing the outlet’s capacity to help readers make informed decisions.

“They touted the rational benefits – insight, perspective, clarity, trusted information – and how these things could help you better manage your money, decide how to vote or excel at work,” Humphrey says, adding that while it has many international news bureaus, the Globe’s aim is to help Canadians understand how events at home or abroad may impact their lives, encapsulated in the “your world,” of the positioning.

The multi-platform campaign will appear across various touchpoints, including TV, OOH, social and digital.

Humphrey says that approach is an efficient way to reach the target market while also delivering frequency. “Digital boards are particularly useful given the pace of the news cycle,” he adds.

VMC Media is handling media planning and execution.

In February, the Globe and Mail launched Globe Games, a digital platform combining crosswords, logic and word games with integrated ad inventory.