The brand architecture took the form of a new ecosystem of orbits, where the products closest to the center are more linked to the core of the group (news and current affairs) and those furthest away are products and services more focussed on lasting content, sometimes developed by other companies as a partnership model. This system also defines the group’s services (employment, online store, subscriptions, etc.) and how they are related to each product.
The project also involved the distinction between thematic segmentation (Culture, Sports, Economy, etc.), products (Tentaciones, Babelia, Retina, etc.), and services (Employment, Loyalty Programmes, Ecommerce, etc.). The treatment of each brand and the type of content produced were also clearly defined, as well as the relationship between editorial content and a connection with ecommerce efforts. The possibilities when communicating externally as the El País brand were also defined to promote a link back to it.