NBCUniversal
Increasing Pro-Social Awareness by Rebranding NBC's 30 Year Old Initiative, The More You Know
NBC
Rebranding a Talent-Led 30 Year Pro-Social Initative to Inspire the Next Generation
Services Provided
Creative Direction
Concept
Design
Motion
Logo / Identity Design
Copy
Apparel

The NBCUCreative Group within Corporate Communications, was asked to comprehensively redesign and rebrand NBC's The More You Know. This is a 30-year old public service initiative dedicated to promoting inclusion, diversity, equity, and awareness.

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In 2020, to commemorate its 30th anniversary, the campaign's focus was strategically shifted to women's rights and empowerment. This project presented a significant opportunity to revitalize a long-standing initiative, requiring the development of a campaign that honored its original mission while resonating with contemporary cultural and social dynamics. Our primary objective was to leverage the program's three-decade legacy of pro-social advocacy by infusing it with a modern, relatable tone and delivery.

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A complete reimagining of the logo and brand identity, coupled with the production of new video content featuring prominent talent from across the NBCUniversal network. Concurrently, we collaborated on a comprehensive redesign of the online platform to ensure seamless brand consistency and alignment with our strategic goals.

At Arnell Group (for Peter Arnell), & under the additional direction of Mike Doyle, I contributed to a comprehensive brand redesign initiative for Pepsi. This involved working within a branding design team to develop multiple, dynamically conceptual distinct iterations in a collaborative team.

Concept
Upon the project's completion, and after leaving Arnell, I chose to re-evaluate, revisit and re-examine one of the more successful custom typographic logo/identity out-takes I had contributed in the exploratory. One that was not selected as the final design, and make into a more rounded strategic campaign. It focuses on emphasizing brand authenticity and individual expression. You Be You. A potential campaign narrative would challenge prevailing norms and foster a culture where individuality is not only accepted but celebrated. It would explore a world where aspirations are pursued without regret, and external limitations are disregarded, resonating with a consumer base seeking genuine connection and empowerment.

Execution
What is shown here are a series of strategic explorations for a more profound evolution of the Pepsi brand. These concepts reimagine Pepsi by prioritizing authentic human expression, unifying brand identity while simultaneously enhancing product differentiation through distinct flavor-specific designs and a 'special edition' white can.

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NBCUniversal
Increasing Pro-Social Awareness, The More You Know
Pepsi
Transformative Rebrand & Campaign About Individuality
NBCUniversal
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