55°N 12°E

client

Frihedsbrevet

deliverables

Strategy, Design, UX, App/Web Development, Visual Identity by Studio Tobias Røder

To fans of critical and honest journalism

Together with Frihedsbrevet, we have designed and developed an app and web platform for brave and power-critical journalism to live and thrive. Free from state funding and political influence. Independent, uncompromising and powered by digital.

powerful statement

In principle, Frihedsbrevet are friends with no one, but that’s only a good thing. The phrase: “gain enemies, make fans” is a something they live by.

Frihedsbrevet logo

Born digital

Frihedsbrevet was founded in the spring of 2021 by a group of journalists, led by Mads Brügger, who were tired of the state having money in almost all media businesses in Denmark.

What differentiate them from other Danish news outlets is the fact that they operate independently. They research, produce and publish all of their journalistic content themselves.

Friihedsbrevet icons
Frihedsbrevet teaser image

The state's deep pockets

In Denmark, almost all news media are either owned by the state or they receive millions in direct media support every year. The news discourse is evidently biased and politically skewed as a consequence of that.

Would it be possible to build a news media company without relying on state funding, where critical journalistic content can live and thrive? That was the vision Frihedsbrevet set off with and that would require a new digital foundation.

Frihedsbrevet illustration

The auditory experience is crucial because "Frihedsbrevet" wants to be as much about sound as written text. Therefore, they also strive to produce Denmark's best podcasts.

Mads Brugger
Frihedsbrevet app screens
Desktop sign up process

A sound journey

We have built a solution for web and app that supports both an auditive and reading experience as it was crucial for Frihedsbrevet to give their subscribers freedom of choice in how they consume their news content.

Both platforms are characterized by "ease of use" and have the most important action buttons at the user’s fingertips. The design is consistent regardless of platform and shows a clean article universe with thematic navigation. Finding content is a natural and easy experience.

TECH STACK

Swift
iOS
App
Kotlin
Android
App
RUST
Backend
Service API
Parsley
Backend
Service API
Firebase
Personalization
Push
Frihedsbrevet illustration of corrupt politicians

Frihedsbrevet’s illustrative design is characterized by being both bold and provocative. The illustrator behind them is Malthe Kibsgaard.

Frihedsbrevet putin illustration
Mads brugger in Frihedsbrevet own exhibition

A new bar set for the industry

Frihedsbrevet has set a new bar for the industry by rethinking the future of media companies. Good reading material for the readers who want with true and evidence-based news and are tired of quote stories.

In addition to Frihedsbrevet's expansion to the Faroe Islands, with its independent editorial team, they have acquired "Den Uafhængige" (The Independent), so Denmark's two previously most uncompromising, independent media are now united under Frihedsbrevet.

KEY METRICS

NPS Score
2023
55
Membership growth
2022
X2
App usage 6+ times per week
2023
23%
Audio consumption increase
2021-2023
200%

Get in touch

You have questions, we're here to answer them. Let’s talk, meet, collaborate?

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Ask Hybel

Executive Advisor