CULTURE / WARNER BROS. DISCOVERY

Creative strategy to unite culture and create pride in “the shield”

SITUATION
The establishment of Warner Bros. Discovery brought together cultures with many shared beliefs—proven innovation in media, global orientation, environmentalism and being known as great places to thrive. While similar, there was a need to establish unified core principles that would help align the company’s new purpose and strategic priorities to help drive understanding of expectations for and of our people.

ACTION
Working with leadership and the human resources team, I was charged with leading creative execution, in addition to consulting on the foundational work done by HR.

My team analyzed inputs from employee surveys, stakeholder expectations, marketplace feedback and competitor reviews to establish personality and tone. With the new WBD brand identity (known as “Frames”) as the foundational direction, we explored options using the established elements. The packages were successful, but we believed in the power of the iconic Warner Bros. shield, now the central element of WBD’s logo.

RESULT
We ideated and ultimately produced a package based on the shield, using the outer portion as a unifying device. We clearly established rules for using “Frames” (brand applications) versus the shield (employee applications), and closely monitored.

The package was received well, helping maintain employee sentiment while offering a unique icon for our people.