PBS

PBS partnered with Lippincott to evolve its brand as audiences increasingly engaged across broadcast, streaming, and digital platforms. The goal was to modernize one of the most recognizable identities in media while creating a more cohesive experience across platforms and PBS’s national network of member stations.

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Approach

Directed a multidisciplinary design team in partnership with strategy to refine the iconic PBS mark and develop a flexible identity system for broadcast, digital, and streaming, introducing PBS Blue for greater visibility, a custom screen-optimized typeface, and a visual language inspired by mobile scrolling behaviors.

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Outcome

A cohesive brand system adopted across PBS’s national platform and member station network, achieving over 90% adoption among member stations and strengthening consistency and recognition across the ecosystem.

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Recognition

Interviews: A Change of Brand podcast, MediaPost

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