For over 120 years, a single word in the name of Denmark's most uncompromising media house has gone overlooked: Ekstra. A historical reference to the paper's beginnings as a supplement, a meaning long since lost. Throughout that same period, Ekstra Bladet has lived with a familiar criticism: that it is a little too much, a little too sharp.

A little extra. At a time when being "extra" has become a positive term for being self-assured and unfiltered, the moment was right to embrace everything Ekstra Bladet had always been. The creative solution is as precise as it is simple: a logofication in which "Bladet" is removed and "Ekstra" is joined by a few carefully chosen words that mirror the brand's core values.

By turning the logo itself into a frame for the communication, the message became an unavoidable part of virtually every interaction with the brand. "Ekstra" went from being a word in a name to a living promise that met the reader everywhere.

The promise was first brought to life on the daily front page and EB.dk, and spread from there across every digital surface, from social media profile pictures and interactive Snapchat filters to influencer collaborations and ads. A series of films demonstrated the brand's range in both subject and tone, while billboards and bus shelters carried the new value words into the streets of Copenhagen, Odense and Aarhus.

At the same time, the promise was anchored in the daily journalism. Editor-in-chief Knud Brix dedicated a leader under the headline "Always a little extra," and the iconic microphone flag, which marks the paper's investigative presence in the world every day, carried the message out into the field. That secures visibility not only on Ekstra Bladet's own platforms, but in competitors' broadcasts as well, every time the cameras pan across an assembled press corps.

Every single element, from the smallest digital profile picture to the largest outdoor surface, worked together to cement one thing: that EKSTRA is a constant and recognisable promise, delivered across every medium