We’re thrilled to share that we’ve been working for—and alongside—El Observador, one of the most beloved and respected media outlets in Uruguay.
Our challenge was to strengthen the media outlet’s commercial strategy, not just through its visual identity but, more importantly, by understanding the business itself. The goal? To build a new visual and narrative framework that enables El Observador to enhance its commercial relationships when selling advertising space.
Commercial relationships are a key pillar of the media industry—beyond the content creation and distribution side that most people are familiar with. Since El Observador offers part of its content for free to its audience, advertising plays a crucial role in generating revenue. This allows the outlet to keep informing, inspiring, and sparking meaningful conversations with its readers every day, through high-quality, in-house content crafted by top-tier professionals.
Adapting to a Rapidly Changing Digital Landscape
In recent years, the digital universe has expanded exponentially, and with it, the way people consume, engage with, and seek information has evolved. In times of transformation—and even digital acceleration—adaptation is no longer optional; it’s essential for survival and relevance.
Innovation and the ability to anticipate change are the hallmarks of those who seek to establish and express competitive advantages. Because, at the end of the day, success in the digital era isn’t about trailing behind trends or simply keeping up—it’s about leading them.
This is the essence of El Observador. And it’s precisely the concept we’ve embodied in their new Media Kits, designed with a strategic visual and narrative approach that helps brands make informed decisions based on insights and forward-thinking strategies.
Media Kit implementation in progress
“The conviction of having well-defined goals is what brought El Observador and Nómade Estudio together. From our very first conversations, our interests and visions aligned perfectly.”
— Sebastián Jorcin, CEO – Estudio Nómade
At Nómade, we often take on the challenge of guiding new brands. But we also have the privilege of working with brands rich in history—those that are eager to evolve while staying true to the core values that fueled their growth in the first place.
Whenever we have the honor of working with a legacy brand like El Observador, we instinctively approach the project as true allies. That partnership is the key to understanding, preserving, and enhancing the elements that drove their success—and now, with our guidance, will take them to the next level while maintaining their essence.
So without further ado, we invite you to read the exclusive interview Sebastián, our CEO and director at Nómade, had with El Observador.
And of course, we’d love for you to check out our project!
