BRAND / TURNER

Brand evolution, but with more than a hint of revolution

SITUATION
As the media landscape began the shift from traditional TV to streaming, Turner faced the need for a unified vision that not only highlighted our ambition to lead in this evolving environment but also realigned our internal focus to meet rapidly changing consumer expectations.

CHALLENGE
The Turner brand was strongly connected to our founder, Ted Turner, with an original logo crafted by his father and only minor tweaks over 40 years. With no unified House of Brands strategy in place—indicative of a time when cable TV revenue flowed effortlessly—we faced a dilemma: How could we honor our storied heritage while signaling a bold new direction? And how could we execute this transformation swiftly?

ACTION
Turner’s CMO/CCO and my brand team were charged by our new CEO with creating a fresh, bold brand strategy and identity that also formalized brand architecture. This initiative was designed to mark a new strategic chapter and reflect our commitment to a shifting consumer landscape. Following internal alignment and insights gathering, we engaged with Wolff Olins and Troika to drive discovery, analysis, strategic planning and visual expression. This partnership allowed us to execute a dynamic, integrated approach—all within an aggressive timeline and a limited budget.

RESOLUTION
Within six months, we unveiled the new brand strategy at a leadership summit, followed by a coordinated global reveal that overhauled nearly all brand elements in a single day. The initiative was met with enthusiastic adoption by employees and garnered positive feedback from external partners, as evidenced by consistently high rankings in brand awareness, affinity, and partner desirability.

PURPOSE: We’re going to reimagine TV, putting the consumer at the center.

BRAND MANTRA: Make Now Matter.

BRAND SPIRIT: More Fun. Less Fear. All In.