Nomad partnered with The Economist to refresh its brand and develop a campaign that’s a clear-eyed response to a chaotic world. When common sense is hard to come by, it helps to know which way is up.

Over 6 months, we evolved the brand, strengthened its digital presence to appeal to a younger audience and building it for a new era of attention. We preserved core characteristics—the iconic red, the Economist Serif—anchored in 180 years of editorial authority. The refreshed design system expands the brand’s reach across podcasts, video, live events, and emerging formats.


At the heart of the new identity: the glyphs. Long embedded in The Economist’s editoral DNA, Nomad reimagined these elements with renewed purpose. The ufinish ends every article. Now it punctuates marketing headlines, frames key ideas, guides audiences, and creates rhythm and precision across every marketing touchpoint.

It’s been almost forty years since The Economist launched one of the most iconic and enduring campaigns in advertising history. Today, the need for The Economist’s unique brand of clarity is greater than ever.

We built on that legacy with a tone of voice that’s unmistakably The Economist : clever, confident, and always delivered with an undercurrent of wit. The result is a brand that equips readers not just with information, but with the global perspective—and confidence—to make sense of it.

Alongside the refreshed brand identity we launched a UK and US based brand campaign. We led the delivery of an integrated launch, and created a full range of assets and toolkit that helped activate it seamlessly across every channel.

We worked side-by-side with The Economist marketing team on brand strategy, visual and verbal identity, campaign development, motion design, assets and toolkits.

“Nomad helped shape a campaign that speaks authentically to our loyal readers while connecting with new audiences. Their ability to translate The Economist ’s identity into a visual language that feels both contemporary and grounded in our heritage was impressive. They created a brand direction that speaks with confidence, clarity and purpose — honouring our past while opening the door to new possibilities. Intelligent and creatively assured, Nomad has been an invaluable partner in this next chapter for the company.”

Vishaal Mistry, The Economist Art Director, Brand Studio

“Nomad has been a genuine partner — from strategy and copy to design principles, they’ve helped us shape work that truly reflects The Economist. Their insight was key in capturing our tone and connecting with both loyal readers and new audiences. The result is a brand and campaign that feels sharp, confident, and unmistakably us.”

Nada Arnot, The Economist Executive Vice President, Marketing