CREATIVE

Creative production that unifies

SITUATION
Warner Bros. Discovery operates across 200+ locations, housing 150+ brands, and our people have a wide range of professions and functions. Each person is deeply connected to their unique identity. While this autonomy fosters agility and local engagement, it also was a challenge—how do we unite employees and the marketplace under the "One WBD" banner while preserving individuality?

This was a consistent situation I faced across the iterations of Turner, WarnerMedia and WBD.

CHALLENGE
Despite varying brand allegiances, WBD’s core purpose remains the same: “We empower creators to dream bold and share stories that move the world.” Our challenge was to activate a cohesive brand story that aligns the global workforce and partners while allowing for localized expression. And to build a team that could support production and delivery of multiple messages in a fast environment.

ACTION
To bridge this gap, we activated daily a unified brand story and identity that seamlessly integrates a diverse portfolio, plus built a central team that could deliver:

A clear, flexible visual system: A distinct design framework that accommodates each brand’s unique visuals while maintaining a recognizable central signature. This was developed in a unique combination of Discovery and WarnerMedia teams.

Strategic messaging and engagement: A centralized team collaborates with leadership, HR, and communications to tailor messaging for various audiences.

Scalable creative execution: I built and led an in-house teams delivering 7,500+ projects annually—spanning graphic design, video, photography, merchandise, environmental design, and digital platforms. I also managed agency and contractor partnerships to enhance impact.

RESULT
A unified story and identity and coordinated teams successfully unite employees and external partners, ensuring a consistent yet adaptable presence across all activations. Our team was built to scale and meet the evolving needs of a global entertainment powerhouse.