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Les surligneurs : rethinking a graphic and editorial identity on Instagram
Cosa helped Les Surligneurs, a pioneering legal-checking medium, overhaul their digital strategy.
Our mission: to adapt their legal rigor to the codes of social networks via a unified graphic identity and engaging content.
The aim: to combat misinformation while structuring a community of readers and specialists.
Bringing legal clarity to political news
Overview
Founded in 2017, Les Surligneurs checks the legal validity of political news. In 2023, faced with the fragmentation of their digital communications, they approached Cosa to harmonize their cross-platform presence. The challenge: to transform their expertise into an identifiable brand, capable of competing with the virality of false information.
Context
With 51% of the French population keeping themselves informed via social networks (Reuters Institute/Oxford University), Les Surligneurs needed to adapt their message to short formats. Their site had a solid graphic identity, but was ill-suited to social networks. Our intervention aimed to create a coherent ecosystem (site + networks) while building loyalty among a fragmented audience (citizens, journalists, decision-makers).
Briefly
Our teams helped Les Surligneurs translate their legal expertise into a distinctive digital brand, combining a redesigned visual identity, a strategic editorial line and content architecture adapted to each platform.
Solutions
Step 1: build on a site with a well-defined graphic identity
We took the site’s existing, proprietary graphic codes and adapted them to make them social-friendly.
Step 2: defining an editorial line
To define the editorial line, we first worked out a positioning for the medium: Les Surligneurs is committed to strong convictions, expert and educational. We then established an informative and expert tone of voice, using a vocabulary accessible to all. Lastly, we created a lexicon that defines the brand and supports its positioning, with action verbs and impactful adjectives to structure their statements.
Step 3: define editorial pillars
For these pillars, we had to define tangible objectives for each platform (Instagram, Facebook, X, LinkedIn) to structure the content and reach the defined target. We devised a set of recurring content typologies (educational fact sheets, video decrypts), aimed at building audience loyalty.
Step 4: Organizing content
Cosa offered its expertise in setting up editorial committees to discuss the next topics to be covered, and editorial schedules that adapt to these topics and editorial pillars.
These include the anticipation of cold content, for a continuous presence, and hot content, to capitalize on current events.
