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The CW
| The CW was created from the merger of The WB and UPN. Our challenge was to bridge the audience and programming of these two distinct networks. |
| In the beginning... |
| It’s been 10 years since the introduction of the last new broadcast network and a lot has changed in the world since then. So, when Rick Haskins of The CW invited us to join his team, we were elated with the opportunity to create a new general entertainment brand from the ground up, for today’s generation. |
| Our role |
We were charged with developing the brand – the position, the attitude, the image and the language associated with The CW. We designed the new logo, created a signature look that works across all media, wrote a tagline system and developed a tease campaign for the launch.
We designed and produced The CW’s on-air packaging, including network ids, bumpers, menus and on-air promotion toolkit. A customizable version of the package was also provided to the network’s 200-plus local affiliate stations who are responsible for the remaining 22 hours of programming that are not supplied by network. Considering the impact affiliates have on representing the brand at the local level, we are thrilled to see an unprecedented degree of participation by The CW stations. |
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