This project was a true example of cross-team collaboration between CBC’s internal marketing and creative team and our strategy and design team at TBWA.

My role
I led project management and stakeholder alignment across multiple departments within the CBC organization. I ensured that we kept creative consistency timeline integrity, and stakeholder buy-in throughout until the televised launch.

The challenge
CBC was asking for a fresh brand identity and creative platform that would rejuvenate the brand and thus speak to a younger Canadian audience, of course, without losing its cultural legacy.

The Solve
The new visual language updated the brand’s colour palette and utilized the distinctive shapes of the CBC logo to leverage nostalgia and revive an aging brand. The distinctive shapes, colour triggers, and a kinetic new identity created a brand system that could work across the full range of CBC outputs.