The one-liner: Unexpected stories about creative minds. Curated and created by WeTransfer.

The context: I’m always skeptical when brands try to become publishers. It takes a lot of time and a lot of investment to do it right, and so often it goes horribly wrong. However. When the stars align and you’re able to use storytelling in a way that genuinely makes sense and is interesting – it’s a beautiful thing

Why it’s great: WeTransfer recognised an essential human truth about their product very early on – it’s largely used by the creative industries. From choosing to put full-bleed background imagery on the site from the very beginning, to launching the now defunct video series creativeclass.tv, hiring It’s Nice That magazine’s Rob Alderson as Editor in Chief and even founding its own design studio, creative content is at the heart of what the business does.

It feels like the most natural thing in the world for them to extend this to an editorial offer that produces credible articles that people really want to read. Plus, this is a site that’s an easy to absorb, interact and share as WeTransfer itself. The ‘thank u, next’ button is inspired.

The takeaway: The best branded content is the content that feels like a natural thing for a business to be commenting or creating around. Having the right to talk about a topic is key, otherwise you end up pouring wasted time & money in to something that falls flat.