Global media platform Hybrid rebrands with the help of Underscore

Hybrid News Group is rebranded as Hybrid

Hybrid, owner of digital brands Study International, Asian Correspondent and Travel Wire Asia, has rebranded after eight years as Hybrid News Group. The international exercise was completed in partnership with London brand consultancy, Underscore, with an objective of creating a collective identity for the group, following rapid growth into a full service, global multimedia company.

The rebranding across offices in Sydney, Kuala Lumpur and Bristol completed in a name change to Hybrid to reflect evolution from a small-scale news bureau into a place where traditional and contemporary communications merge – independent journalism combining with progressive digital content. The company is committed to creating influential media, which is now articulated in a story of more compelling media.

Hybrid managing director, James Craven, said: “Our sites are on target to receive 20 million visitors a month by the end of next year. We care about growth, but only in the context of building premium, credible and authoritative brands for our clients; this is achieved by creating more compelling media.”

Hybrid’s current digital platforms include Asian Correspondent, Latin Correspondent, Travel Wire Asia, Tech Wire Asia and Study International. It's understanding of audiences within these regions and demographics is unparalleled, making Hybrid a key partner for engaging education and travel interests. In June 2017, traffic to the combined portfolio exceeded 8.5 million unique visitors.

Rachael Bradley, strategic brand manager of Underscore, said: “Hybrid’s audience has grown rapidly, making them a global influencer. We wanted to capture that sense of action and ambition in the rebrand. The colours are bold and progressive, the font is moving forward, and the parallelogram is upwardly mobile. We wanted to create a brand with a strong voice and a collective identity.”

The many young but powerful voices behind Hybrid now come to life across print, digital and video material, helping the company to scale up their recruitment of quality talent for new office openings and media delivery. This was all presented at the multi-arts venue, Watershed, in Bristol on 21 July 2017 before a global rollout the week following.

Armed with a stronger, more accurate brand position, Hybrid is positioned for being truly known for their scale, reach and expertise in delivering influential and innovative strategies for advertisers looking to reach into new markets and audiences.

Hybrid operates out of Bristol, Kuala Lumpur and Sydney and will open an office in Boston at the beginning of 2018.

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Naomi Taylor

Naomi Taylor is editorial account manager at The Drum Network, covering members' news, insights and publications.

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