The CW 2018 Brand Refresh

The Gen X/Gen Z CW audience is the type that always wants something new — so the network is constantly challenged with staying fresh and relevant to their viewers, perhaps more than any other broadcast network.

Our goal this time was to move the previous rebrand forward rather than completely starting over, keeping the "Heroes Within" theme front and center, but broadening it out so that it worked with a wider range of programming — not just literal superheroes.

The affiliate package needed to have more scale and production value as well, making it distinctly more dynamic than the previous package and bringing the cinematic feel of the network to the local stations.

We reinforced the connection between fans and brand with a main creative element of the package referred to as “contained kinetic energy.” This came to life through a system of icons designed as vessels of energy — very cinematic, with a visual pulse of power that brings them to life, reminding the fan of what drives their passion for The CW content.