The idea for Telokwento originated in Madrid in 2016 and has since experienced rapid growth. The team, which started with two entrepreneurs from Mexico and Colombia, has expanded and diversified, but the goal remains the same: to spark interest in the world of news. Telokwento is an international news portal with a strong presence on digital platforms, boasting over 270K followers on Instagram.

TLK+ is a personalized news subscription via email and WhatsApp that enhances the Telokwento community experience. With more content and greater personalization through artificial intelligence technology, TLK+ keeps you updated on daily events in Mexico and around the world. You choose the topics, formats, and frequency of your daily news updates.

Context

The shift from free digital media to paid platforms in Mexico is driven by the need for financial sustainability and changes in news consumption behavior. Despite the challenges, this model represents a viable path to ensuring the quality and independence of journalism in the country.

Changing consumption habits have led media outlets to explore new business models. Users are willing to pay for high-quality, exclusive content free from intrusive ads, especially in a context where misinformation and fake news are prevalent. To address these challenges, many media outlets have adopted subscription and membership models.

Technology plays a crucial role in this transformation. Intuitive platforms, mobile apps, and an enhanced user experience are essential for attracting and retaining subscribers. Additionally, the use of personalized recommendation algorithms and data analysis helps provide more relevant content for each user.

Branding To-Do

The main challenge is to design an identity that blends the current essence of TLK with the added value of TLK+, a new experience of exclusive content. We aim to provide a visual experience that blends elegance with a classic style while retaining the alternative edge that defines the current Telokwento community.

The identity should reflect an evolution in content and personalized access, offering a refreshed experience that allows users to engage with news and content of their choice.

It was necessary to update and rethink the color palette, typography palette, and incorporate a new style of illustrations and graphic elements, evaluating the various media and reach that the platform may have.