Whatever the medium, the message is clear: if it’s important, it’s printed on pink.
For our new brand campaign for Het Financieele Dagblad, we wanted to build the idea around one of their most defining features. But which one? Their standout journalism? Their thoroughness? Their unique financial perspective? Or the iconic colour of their paper? You guessed it.
Whatever the medium, we put the colour pink front and centre. Because for FD readers, pink means more than just a colour — it’s a mark of quality. A sign that what they’re reading is informed, curated, and to be trusted. With the line “If it’s important, it’s in pink”, the campaign reinforces FD’s positioning as the essential source for today’s and tomorrow’s leaders. In a fragmented media landscape, FD stands out with curated and thoroughly researched content — always linking it back to the recognisable colour of the source, always recognisable from a mile away.
