REBRAND
Client: Turner Classic Movies
Agency: Sibling Rivalry
ROLE: Executive Director, Creative Strategy / Writer
As a lover of classic movies, this project was a dream.
THE CHALLENGE: Demonstrate to new and existing audiences that classic movies don’t just live in the past — they continue to inspire, influence, and reflect so much of our present and future.
To broaden their audience and drive relevance, we brought this truth center stage with a new brand identity. As curators. As movie lovers. Together with TCM, we chose a path that was “Culture forward — Classic inspired.”
THE CREATIVE STRATEGY: Grounded in the fact that ‘classic’ means something different to everyone.
To some, it means old black and white movies. To others, it’s Clueless and more recent films that stand the test of the time. We chose to embrace this sense of invitation and democracy — an expansive definition to include all — by developing an ever-changing ‘C’ at the heart of TCM.
THE LANGUAGE: Further inspired by the idea that “the past is only the beginning,” the tagline I wrote — WHERE THEN MEETS NOW — establishes TCM as the destination and catalyst for reframing the conversation around classic films for today. The tagline is also incredibly flexible and useful as a language system for promotion, Where Meets , driving the viewer to this one special hub with every line. Where Timeless Meets Today. Where Fashion Meets Politics. Where Culture Meets Context. Where Dietrich Meets Dustin.
THE RESULTS: As we breathed new life into the brand, they’ve seen a significant up-tick in new audience viewership and a stronger conversation around relevance through every touchpoint of the brand experience.
