The Public Broadcasting Service (PBS) is America’s largest public media station with strong branded programs such as Sesame Street, Downton Abbey, Antiques Roadshow and Masterpiece. However, it has faced several challenges including a lack of relevance to a millennial audience, as well as its current audience failing to associate its content with the brand of PBS. The brand caters to both ends of the age spectrum in terms of its offerings, but has suffered a lack of relevance amongst a millennial audience, often referred to as "the lost generation."
The brand's offerings seem cluttered and disorganized, having struggled thus far to thrive in the digital space. Furthermore, the proliferation of new media platforms such Netflix and Hulu, and other international public broadcasting competitors, such as the BBC, threaten to steal PBS’ target audience.
In summary, PBS faces many challenges as it struggles to keep pace with contemporary culture and the new digital age.
Phase 1 | Brand Immersion, Design Brief, Competitive Audit, Market Research and Insights Gathering.
Phase 2 | Defining the Strategy
Phase 3 | Marketing Tactics and Brand Identity Refresh
Keeping the positioning of curating lifelong learning in mind, the overarching theme of executional ideas was to bring further focus and clarity to everything, from a logo refresh to an advertising campaign, to a curated online streaming service, and much more. The common thread linking these ideas are all to position PBS as a trusted curator of meaningful content.
Proposed new logo, inspired by the strategy of 'focus' and bringing 'clarity' to the identity, while capitalizing on the current recognize PBS brandmark.
Team: Olivia Barry, Ryan Beickert, Salka Fernandez, Sarah Fudin
The case was developed at the SVA Masters Program in Branding.
Images used for concept purposes only.