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.
APPROACH
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.
