Warner Media
B2B Campaign, 2021
Role: Designer
Stories that move people, for brands that move the world.
Challenge
WarnerMedia needed to create a B2B campaign that could build on its recent consumer brand positioning centered around stories, unite the sales team, and communicate their value proposition to advertisers.
Services
Campaigns, Art Direction, Verbal Identity, Messaging & Copy, Toolkits
Solution
"Stories That ____ For Brands That ____", a two-part line that relates to Warner Media's purpose, and speaks to what they do but also the impact brands can have on them.
WarnerMedia came to us with the task of translating their internal Ad Sales positioning into an external campaign. After multiple sprints, we quickly realized no static line could encompass both the cultural impact of WM’s diverse shows & fans and the complex value proposition for brands—without sounding grandiose or generic. They needed a creative system.
We built a simple tagline framework that doubled as an equation that could speak to the shared love of storytelling between brands and WarnerMedia, and the resonant effect those stories have together.: “Stories that move people, for brands that move the world,” which could flex to speak to advertisers on two levels:
At the business level: Stories that move people, for brands that move the world.
At the cultural level: Stories where A Star is Born, for brands led by Super Heroes.
To make our campaign idea into a turnkey set of assets, we redesigned their consumer brand system into modular templates that would allow anyone on their marketing team to input characters across their entire owned IP. This provided them with assets that could easily connect specific messages to specific shows in a way that was 1:1, replicable, and could make their hero their stories.
We built a framework that doubled as an equation on a business and cultural level.
We redesigned Warner Media's consumer brand visual system into modular templates.
