Mint on Sunday (E-Newspaper)

Advertising business copywriting design financial newspaper

Mint is an Indian daily financial and business newspaper that recently launched their Special Sunday Edition, named Mint on Sunday.

Mint on Sunday is a thoughtful curation of interesting, light-hearted weekly features that entertain, inform and educate the readers from the comfort of their phones. It covers a wide array of topics such as:

Unlike its headlining newspaper, Mint on Sunday is only available on digital platforms. So readers can download the Mint application on their smartphones and tablets or view it on the webpage as well.

Explore more at www.livemint.com/mint-lounge

Core Thought + Message

It comes as no surprise that white-collar professionals thrive to catch up on national, international and business news. Even in their chaotic mundane life, Mint has managed to find its sweet spot.

So if the readers are habituated to pick Mint six days a week, there’s no reason why Sunday should be an exception. On Sundays, Mint wants to be a part of their readers life but in an easy-going, enjoyable format.

The Objective

For this project, my role as a strategist and creative director was to craft a three-print magazine advertisement campaign for Mint, which was further extended digitally in the form of Google Display Banners. The objective was two fold: encourage current readers to explore the Special Sunday Edition and increase digital application downloads.

Academic Project Year: 2018

At Crafting Creative Communication (CCC) course at Mudra Institute of Communications, Ahmedabad.

A closer look at the magazine advertisements:

A closer look at the campaign's digital extension (Google Display Banners):

Visual Language:

Visual Toolkit

The colour palette is designed to be fresh and minimalistic while ensuring it remains consistent throughout the branding. Mint’s primary, attractive brand colour combinations not only generate interest amidst readers but also differentiate it from competitor brands in a crowded marketplace.

The primary typeface used is Gotham Bold, which is supported by Gotham Medium. It is a powerful, prominent and legible typeface that perfectly compliments the brand.