AsiaOne unveils evolved look for 25th anniversary

Singapore, 20 February 2020 - Seeing orange? Don't worry, your 20/20 vision is still intact.

This year, AsiaOne kicks off its 25th anniversary with a brand-new logo and website design. Evolving the iconic yellow to a zestier orange colour, AsiaOne is debuting this new look to reflect how far it has come in the past year while retaining elements of what forms the 'off-centre, on trend' DNA of the publication.

The colour orange was chosen because the boldness represents how vocal AsiaOne is in bringing readers trending stories with a unique 'off-centre' spin — be it the selection, the angle, or the tone of the story. It also evokes a sense of evolution and progress that mirrors AsiaOne's strong following of Professionals, Managers, Executives and Technicians (PMETs).

As part of this evolution, AsiaOne successfully expanded its audience to include young working adults between the ages of 25 and 34, as well as fresh graduates in their first job. Through insightful and engaging content, AsiaOne helps these readers navigate life while keeping them entertained.

To that end, AsiaOne has been creating more originals than ever that showcases its unique take on trending topics. The originals are organised in six content verticals: News, Lifestyle, Entertainment, Digital Culture, Money, and Video.

1. NEWS: A core of offbeat, funny, heartwarming, and relatable talk-of-the-town stories in Singapore and the region, set on a foundation of important hard news across Asia.
    
2. LIFESTYLE: "We live it and we share it" — Through the journalists' personal and relatable experiences, readers get a firsthand insight into everyday topics on health, travel, food, and beauty that provide informative life-hacks and alternative perspectives.
    
3. ENTERTAINMENT: "By fans for fans" — get a mix of the latest news, sauciest gossip, and exclusive celebrity interviews with a focus on Asian showbiz.
    
4. DIGITAL CULTURE: Peek into the infinite, interconnected expanse of social media and the Web for tech-savvy stories familiar to digital natives. Cat videos included.
    
5. MONEY: A brand-new vertical that talks personal finance and features inspirational business leaders, cutting through corporate jargon to offer investment tips to the everyday reader.
    
6. VIDEO: Creating compelling original stories in a uniquely AsiaOne voice that readers want to hear. The videos also reflect the essence of the other content verticals to create a holistic narrative.

When creating the six distinct content verticals, a consistent and lighthearted voice is of the essence. Tan Thiam Peng, Head of Content in AsiaOne, explained: "In producing and curating our breadth of content, we want to not only have something for everyone, but woo more followers with a unique and unifying voice."

As part of the redesign, AsiaOne has also given its website a makeover based on feedback from the audience. These new changes include a cleaner font and design on both the mobile and desktop versions, and more responsive reading times. Readers will also see more stories on the homepage for their perusal.

Gary Goh, Product Director of AsiaOne, feels that the new look and design fully captures AsiaOne's evolution into one of Singapore's top pure-play digital content sites. The website currently clocks 20 million pageviews and 4.6 million users monthly, with 50 million combined total social media impressions monthly.

He said: "This revamp has been more than 18 months in the making and it harkens back to our bold, fun, and quirky spirit while embodying our growth and evolution. With our improved content production capabilities, we are eager to create compelling content with our advertisers in an organic manner that enhances the readers' experience. Through this, we hope to achieve a triple-win scenario for our partners, our audience, and us."

For advertisers, the current advertising solutions will be seamlessly ported over to the new design with no impact.

editor@asiaone.com