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Former Storyful Asia bureau chief Asha Phillips hires brand firm for new social news agency

Asha Phillips

Asha Phillips

Asha Phillips, the former Asia bureau chief of social news agency Storyful, has hired a brand agency to create an identity for the consultancy she launched in April that, like Storyful, helps digital journalists “sift through the noise on social media to discovery and verify content”.

The former CNN and Australian ABC News reporter, who is also currently working for Yahoo! as editor of its news digest app, left Storyful some months after the company was acquired by Rupert Murdoch’s News Corporation for $25 million in December last year.

Verily “equips journalists, newsrooms, media organizations and businesses with the knowledge and tools to implement the right workflows to enhance reporting and producing as well as publishing via social media,” according to the blurb on Phillips’ LinkedIn page, through consulting and training.

Verily's logo

Verily’s logo

Verily name tag

Verily name tag

The new identity, created by Ho Chi Minh City-based branding agency Red Brand Builders and inspired by an octopus, features on name cards, stationery, cups, the website and on the exterior of a van.

Lennart Schaberg, red’s Creative Director, said, “The inspiration for the identity came from an octopus and her many arms required to fulfil multiple tasks at once – just like the target audience feel they need for searching, collecting and verifying information from a wide range of social media networks, as illustrated by speech bubble shapes.”

The Verfily Bus

The Verily Media bus

“These elements came together to create a unique and outstanding identity design that was purpose designed for thumbnail app use and application on a broad range of consistently banded and integrated online and offline communication touch-points,” Schaberg said.

Verily screen intro

Verily screen intro

Phillips said in a press release: “The creative team were able to fully envision the brand positioning I created for Verily and brought the right character, style and features to the logo and identity design.”

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