The context
Creating Rural's visual identity: an engaged media for the ruralities of Greater Western France
In September 2025, the Rural team asks Médianes to assist them in creating their visual identity. The ambition is clear: to create a visual and narrative media outlet where photography and field reporting take center stage, while avoiding depicting poverty as misery and instead highlighting the resilience and diversity of territories.
Design the logo
This logo features a slightly rounded, solid, and friendly typeface. Its weight brings it close to the assertive typefaces found on flyers, while remaining more rounded. The idea is to avoid conveying the impression of an elitist or cold media outlet, but rather something current, quite dynamic, online, and perhaps even playful.
Suggest fonts and colors
Here, colors derived from a sober ink blue, with light variants (mauve, powder) for backgrounds. A red, dark enough to be legible on a white background or vice versa, energizes and strengthens the visual identity to draw attention to calls to action. Yellow and light red Petal complete the palette to define other, earthier backgrounds.
Social media
Suggestions for examples of how art direction applies to a quote.
Create a custom website to embody Rural's editorial and visual ambition
Deliver a clear structure and visual experience centered on photography and long-form storytelling. The challenge was to showcase major photo stories, monthly themes, and archives in a hierarchical way.
About
An independent media outlet dedicated to the rural regions of Greater Western France, Rural explores territories through photographic narratives, nuanced reporting and engaged perspectives. Driven by a team of freelance journalists and artistic contributors, the project relies on empathy, civic resistance and refined aesthetics to give voice to rural inhabitants.
