The brief was to re-design The Guardian for the 21st century by creating a new distinctive format for the intelligent modern newspaper. The design was to be serious, with a strong sense of history and tradition, at ease with contemporary culture, technology and relevant to modern life. The rationale specified that a unique format should set The Guardian apart from the competition. The aim was to evoke classical broadsheet newspaper design, but make it feel contemporary and fresh. Given the time-pressures of contemporary readers, the paper would be easy and enjoyable to read and navigate. The design team explored new ways of communicating by interrogating the traditional story structure and embracing visual journalism with powerful use of images and information graphics. The target audience included UK newspaper readers of all ages and backgrounds, in particular those who felt the need for an intelligent and trustworthy take on world events and culture.