TRT World
Where news inspires change.


DixonBaxi were approached by the Turkish state broadcaster TRT to create an English-language news brand. TRT World, headquartered in Istanbul, is tasked with transmitting an alternative viewpoint on global and domestic events, challenging perceived narratives and providing a much needed new perspective on news.


Our role was to help frame the editorial principles, define brand strategy and develop an full identity system from the ground up that is truly global, confident and sets the agenda. A digital first approach informed design and motion whilst a defining strategy – Where News Inspires Change – underpins the channel ethos. Turkish DNA runs throughout the channel from gestural motions and colours through to logo design and audio helping root the channel at the intersection of the world.


With a successful launch in Turkey, cutting edge studios and a global roll-out through 2017, TRT World is set to begin it’s journey as a global news organisation – with an ambition to rival the likes of CNN and the BBC on the world stage.

A mission to expand understanding,
challenge assumptions, encourage
debate and influence positive behaviour.

A seamless, 24 hr, global news service on every platform. Built to scale for live news, features and in-depth docs.

Sophisticated, highly-flexible digital design for desktop, mobile and Apple TV.

Editorial and narrative filters for telling compelling, immersive stories.

13 brand films express the editorial values and focus of TRT World.

A 250 page book tells the story of the brand.