MSNBC

MSNBC was a cable network known for political news; however, it lacked brand value as it aimed for impactful ratings and relevancy. To help the network find its voice and define its mission, we developed its progressive stance with the idea of "Lean Forward."


 
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Building A Brand

America doesn't lean right or left; it leans forward. This idea of "Lean Forward" was more than a tagline; it was about advancing the conversation in the search for progress. MSNBC used "Lean Forward" as a filter for everything they did, from the guests they booked to the narrative of their stories. To bring MSNBC's progressive perspectives to life, we created over 68 pieces of topical content in collaboration with director Spike Lee, featuring Rachel Maddow, Ezra Klein, and Chris Hayes.

 
 
 
 
 
 
 
 
 
 

Strategy

Brand Positioning
Brand Architecture
Brand Strategy


 

Content

Brand Concept
Copywriting

 


 

Design

Art Direction
Photo Direction
Brand Foundation Design
Brand Guidelines