At Unrelated Studio, we’ve built our reputation on combining innovative digital solutions with a deep respect for the traditions of print media. Our latest project with The Onion—a publication revered for its sharp wit and satirical brilliance—allowed us to bring both of these strengths to the forefront. In collaboration with MG Strategy + Design, we embarked on a transformative journey that spanned multiple facets of design, development, and marketing, all aimed at propelling The Onion’s presence in both the digital and physical realms.
Revitalizing The Onion’s Digital Identity
One of the most significant undertakings in this partnership was the complete overhaul of The Onion‘s website. With a history rooted in newspaper satire, The Onion needed a digital platform that echoed the dense, authoritative style of classic print journalism. We crafted a visual identity for the site that was unmistakably aligned with this vision, incorporating traditional newspaper styling and typography into a modern, user-friendly interface. The result is a digital experience that not only meets contemporary standards but also pays homage to the publication’s storied past.
A Bold Return to Print Media
Our expertise in print design was also put to the test as we worked to revive The Onion‘s presence in the physical world. For the Democratic National Convention in Chicago, we designed and printed a special 16-page edition of The Onion, packed with the same biting satire that has made the publication a household name. This edition marks The Onion‘s bold return to print media at a time when physical publications are increasingly rare. Read more about the launch in The New York Times.
But our work didn’t stop there. Recognizing the unique value of tangible media in an increasingly digital age, we’re also helping to design and produce The Onion‘s first monthly membership newspaper, which will be published in October. This initiative is a testament to our commitment to print media as an enduring and powerful medium for storytelling and engagement. Become a member of The Onion to have these newspapers delivered to your mailbox.
Guerrilla Marketing with Impact
To support the launch of The Onion‘s new website and membership offerings, we also designed and executed a guerrilla marketing campaign timed for the start of the DNC in Chicago. This campaign features large billboards, wheatpasted posters, and digital signage on trucks that will traverse the city, all set to be strategically placed to maximize visibility and engagement.
A Partnership of Vision and Execution
Our collaboration with MG Strategy + Design was instrumental in the success of this multi-faceted project. Together, we combined strategic vision with creative execution, ensuring that every aspect of The Onion‘s brand—whether digital or print—was elevated to new heights. The entire campaign, from initial concept to execution, was turned around in just 60 days—a testament to our team’s agility and dedication.
At Unrelated Studio, we believe in the power of design to shape how stories are told and experienced, whether on screen or on paper. Our work with The Onion is a reflection of this belief, showcasing our ability to navigate the intersection of print and digital media with finesse and creativity. As we continue to support The Onion in its ongoing evolution, we’re excited to see where this journey will take us next.