BRAND / WARNERMEDIA

Reshaping a brand to meet actual needs

SITUATION
After being acquired by AT&T, the once-divided TimeWarner companies—Warner Bros., HBO and Turner—were combined into one operating company, WarnerMedia.

The AT&T brand team managed ideation of the initial WarnerMedia brand, but under the assumption that the new entity would operate as a holding company and the brand would not need to do much work. At the merger, my Turner brand experience team was elevated to manage the brand and identity for WarnerMedia in partnership with our CMO, so I lead the initial executions using the AT&T package.

CHALLENGE
The package produced by AT&T was typical for that of a holding company. A new logo, color palette and general guidelines were supplied. No brand purpose, idea or platform were conceived.

But after learning the company would be structured as an operating company with more direct visibility and touchpoints, it became clear the brand would need to support direct marketplace and employee activations as “One WarnerMedia.”

After a few weeks of practical use, the brand package’s weaknesses were evident, from lack of brand idea to minimal visual elements. There was no platform from which to anchor the new CEO’s strategy and priorities. The package would need to be evolved, including brand strategy, complete visual identity and an activations plan.

ACTION
I produced and pitched a plan to my direct CMO leader for production of a complete brand strategy and identity. After socialization with key stakeholders including the CEO, we were cleared to proceed with agency partnership and stakeholder inclusion.

However, the timing would be tight. We were asked to debut the complete package within four months. We immediately dove into assessment, analysis and planning, as well as visual identity exploration.

RESULT
We launched a complete brand package on time and on budget, activating through global celebrations, media planning and assets refresh. The package was received enthusiastically, garnering positive sentiment and enterprise usage. It set a solid foundation for all activations from marketplace to employees.

Our promise, “Shape Culture Here,” focused the company on our deep purpose to continue to create content that makes a difference, and giving voice to all audiences.