I. The Problem
II. Our Synthesis
III. Ideation
IV. Experimentation
V. Our Solution
Azadi News, also known as The Daily Azadi, holds the distinction of being Balochistan’s largest circulating newspaper. Founded by the legendary journalist Siddiq Baloch, the publication carved a reputation for fearless reporting across English, Urdu, and Balochi. Over decades, it became a trusted voice for regional issues and a platform for cultural representation.
Following the founder’s passing, the responsibility of preserving and modernizing this legacy shifted to his successors. They sought not only to honor the heritage of Azadi but also to reposition it in a digital-first world while sustaining its credibility and voice of freedom.
Problem
Despite its heritage and circulation strength, Azadi News faced a significant branding gap. The visual identity was dated and failed to resonate with younger readers accustomed to sleek digital experiences. Without a distinctive look or feel, the brand risked blending into an increasingly crowded news landscape.
Additionally, the absence of a strong digital platform meant the newspaper struggled to capture readers migrating to online formats. The challenge was twofold: modernize the brand identity while maintaining cultural authenticity, and extend the experience into the digital realm without diluting its journalistic heritage.
Our Synthesis
We recognized that Azadi’s power lay in its dual identity: a cultural beacon rooted in Balochistan and a forward-looking media outlet. Our synthesis was to honor this balance by creating a brand system that conveyed both freedom and modernity.
The approach emphasized symbolism — from calligraphy and regional colors to motifs tied to the land and culture. By weaving tradition into a contemporary design framework, we positioned Azadi News not just as a newspaper, but as a cultural voice equipped for both print and digital platforms.
Ideation
The ideation process began with visual explorations rooted in Balochistani culture. Calligraphers crafted the name “Azadi” in Arabic script, symbolizing freedom, while sketches of the Houbara Bustard — Balochistan’s national bird — added narrative depth. These motifs became anchors for the logo.
We also experimented with color palettes inspired by the local landscape, integrating tones of earth, heritage, and hope. Parallel ideation focused on digital touchpoints, imagining layouts for an online portal that would merge cultural storytelling with functional news delivery. This dual track ensured balance between legacy and innovation.
Experimentation
Our experimentation phase tested various combinations of typography, calligraphy, and symbolic visuals. Early iterations of the Houbara Bustard logo were assessed for clarity and recall across print and digital formats. Mockups for newspaper mastheads, stationery, and social media posts examined how the identity translated across mediums.
On the digital side, prototype websites were tested for user flow and readability in multiple languages. By conducting iterative design reviews with the client team, we fine-tuned details that ensured the brand felt both authentic and modern — preserving its roots while projecting professionalism.
Our Solution
The final solution was a reimagined identity that wove freedom and culture into Azadi’s core visual system. The calligraphed “Azadi” mark became a strong anchor, while the stylized Houbara Bustard symbolized resilience and pride. A refined color palette conveyed optimism while staying rooted in regional identity.
On the digital side, we created a user-friendly website with consistent branding and multilingual support. Stationery, marketing collateral, and communication guides reinforced consistency across touchpoints. The result was a cohesive, culturally resonant brand identity that allowed Azadi News to stand tall in both print and digital domains.
