A large part of the stories in today's media landscape, regardless of the editorial line in general - reflects a worldview to the left of the center. The new digital platform, Kontrast, was created to form a worldview in contrast and show that a political position right of the center can be both progressive, classic and modern.

This was the anchor in the visual language which was conceptually formed in contrasts. Contrast to the current editorial look from the newspapers, but also as a contrast between classic and modern, dark and light, bold and ordinary.