At 72andSunny, we partnered with European media group Mediahuis to launch SPIL (as of now: SPILNEWS), a new news media brand designed for Gen-Z, an audience increasingly disconnected from traditional news. Our goal was to create an online news media brand that feels relevant, credible, and responsive to how young people consume and engage with information today. Through in-depth research across European markets, we uncovered that Gen-Z isn’t apathetic about the world but actively questioning, re-evaluating, and seeking out multiple perspectives. This insight became the foundation for SPIL’s positioning: “News to rethink your views. Views to rethink the news.”

The name “SPIL,” Dutch for “axis,” represents a central point around which different viewpoints rotate. At the heart of the identity is the Axterisk, a dynamic symbol that begins as an asterisk and shifts like a rotating axis to reflect the complexity and movement of thought. It is a visual representation of SPIL’s mission to amplify diverse voices.