Shit You Should Care About reveals its universe in new website and rebrand via Daylight

One of New Zealand’s pre-eminent media companies today steps out from behind its screens to reveal its universe through a whole new website and rebrand via Daylight, helping you give a shit.

Shit You Should Care About, the heartbeat source of news for over 3.6 million people worldwide and the country’s leading Gen Z media platform, has, until now, predominantly existed on social media. But as it continues to garner more and more attention from global organisations, it needed a storefront for its business.

Says Lucy Blakiston, co-founder, Shit You Should Care About: “Some people may think it’s weird we invested in a website. But its point is to have a home for everything we do and how we can work with smart companies wanting to connect with smart, curious people. But also — to stay weird! We’ll always be busy doing that.”

The site opens with an animated experience that tells the whirlwind story of three high school best friends, their ambitious vision and dizzying success. Building out an entire design universe, this project brings to life how one small idea from the back of a lecture theatre has gone on to attract a fan base that boasts fans ranging from Madonna and Ariana Grande to The Daily Show and Cara Delevigne.

Using a combination of 2D animation and 3D modelling to create a ‘Frankenstein aesthetic’, every element of the new brand has been crafted to reflect the chaotic era of total news and content bombardment we live in.

Says Renee Jacobi, animation director at Daylight: “Building out this entire world has been an incredibly fun and challenging project. Including giving SYSCA an entire visual language and iconography to use across all of their channels.”

Being taken seriously in normy spaces has never looked so cute. See it for yourself on their new website, follow them on Instagram or subscribe to their Substack.

Agency: Daylight
Client: Shit You Should Care About
Music: Jono Nott