The Economist has unveiled a bold new brand campaign in collaboration with London-based studio Nomad, repositioning the publication as a compass for our increasingly chaotic world. At the heart of the refresh is a razor-sharp message: “The Economist Knows Which Way Is Up.”

In an age of overwhelming headlines, relentless news cycles, and information overload, this campaign reframes The Economist as a beacon of clarity cutting through the noise with reasoned insight and trusted journalism. The creative direction positions the brand not just as a publication, but as a voice of authority in uncertain times.

Nomad’s approach celebrates The Economist’s rich typographic legacy and visual DNA, subtly modernising its look without losing the recognisable aesthetic long associated with the brand. The campaign’s design leans into the publication’s iconic red and black palette, utilising bold, confident layouts that feel both timeless and contemporary.

The brand rollout is strategically targeted across major global media platforms, with a particular focus on key US and UK outlets including NPR, MSNBC, CNN, CNBC, BBC News, ITV, and Channel 4. This international push reflects The Economist’s ambition to reach new audiences while reinforcing loyalty among its global readership.