Vatican looks to become “more accessible Church” with new brand strategy

Management consultancy Accenture Interactive has been appointed to create a new brand and digital strategy for the Vatican’s communications system, Vatican News.

The media site is part of a series of reforms initiated by Pope Francis in 2015, when he announced the creation of a new Secretariat for Communication.

The site aims to improve the “consistency” and “clarity” of the Vatican’s communications in order to become a “more accessible Church”, says Accenture Interactive.

The site unifies all the Vatican’s existing communication channels under a single brand, including Vatican Media and Radio Vaticana Italiana. It reports on the activities of the Pope, the Vatican, local churches and world news, and comprises a multi-language editorial team.

New logo

Accenture Interactive has designed a new logo that brings together all the channels under one identity, featuring the Vatican’s coat of arms symbol and a sans-serif, all capitals typeface.

The consultancy will also be responsible for developing a brand and digital communications strategy for Vatican News, with the aim of helping people access Vatican-related information more easily.

“Today’s cultural and digital convergence require the adoption of production processes that are different from traditional ones,” says prefect of the Secretariat for Communications Monsignor, Dario Edoardo Viganò. “The collaboration with Accenture Interactive has allowed us to develop an extensive strategy capable of uniting various working groups, the diversification of formats and the strengthening of brand identity.”

The Vatican News site is now live.