CHALLENGE

With the shift to mobile over on-air for breaking news, one of CNN’s core competencies was in danger of becoming obsolete. To maintain top-of-mind relevance, CNN looked to push beyond hard news into other news categories. The network needed a new brand to communicate its content evolution centered around star talent.

• Worked with core team to surface CNN’s new ‘Go There’ brand platform.

• Helped bring the identity system to life via a 360-degree brand campaign encompassing on-air, online, out-of-home and digital communication

•  Instrumental in shaping and scripting one of the key touch-points of the cross-platform         package: an anthemic launch trailer, voiced by Jeffery Wright.