When CNN, one of the world’s most iconic and trusted news networks, set out to evolve into the streaming era, they turned to us to help shape the identity and experience of CNN+. Our role was to honor the legacy of a brand synonymous with journalism while defining a bold, modern presence for its next chapter. We partnered with CNN to establish the foundation of the platform, including the website for the new streaming service, and to articulate a cohesive brand system that would guide every expression of CNN+.

From out-of-home and digital campaigns to broadcast and streaming ads, we designed a launch ecosystem that reached audiences across touchpoints while staying unmistakably true to CNN’s voice. We developed comprehensive brand guidelines that provided clarity and flexibility, including rules for photography, logo usage, color palettes, typography, messaging, and tone of voice. The result was a unified, future-facing identity that extended CNN’s authority in news into the on-demand space—capturing both its history and its ambition to meet audiences wherever they are.