Newsletter May 11, 2021

Let’s Talk About:

Branding in the Age of Streaming

Elyse Kamibayashi

By Elyse Kamibayashi, Brand Strategist

The “streaming wars” are starting to look a bit like the final scene of Avengers: Endgame (streaming on Disney+). Brands from all corners of the entertainment and education world (from Hulu to Masterclass) are cropping up out of thin air, brandishing their content and a subscription model, desperately hoping to get a piece of the action.

When The Great Courses invited us to work with them, they knew that even a 20-year history of creating and distributing non-fiction, educational content couldn’t guarantee them an audience in the future. If they wanted to continue to grow, they would need to reshape their brand around their streaming platform, The Great Courses Plus. And if they wanted to do that, they would need to reshape The Great Courses Plus.

During our engagement with their team, we worked with them to complete a rebrand of the platform, including a new name, logo, tagline, voice, design aesthetic, and foundational brand strategy.

See the work

Articles We Love

  1. 1. Bozoma Saint John, Global Chief Marketing Officer, Netflix In an interview with Stanford, Bozoma Saint John, Global CMO at Netflix, talks about how streaming behavior changed during the pandemic (and why everyone is now watching Korean dramas).
  2. 2. Comfort and Connection: Asian chefs and celebrities share how food plays a role in their lives “When you’re in a bad place and when things around you aren’t doing good, the best thing that we felt was inspiring ... was to do more good.”
  3. 3. Campu: A Podcast “For Japanese Americans, speaking together is healing. That silence often hurts us, and wounds fester when you don’t treat them.” Campu tells the story of Japanese American incarceration through symbolic objects.

What We’re Up To

Ad19 glamour

We helped the Ad Council and COVID Collaborative launch two resources during the COVID-19 crisis: an FAQ-style website to help Americans get informed about the COVID-19 vaccines, and a series of toolkits for leaders to share with their communities.

Melissa Foley profile 2021

UX Designer Melissa Foley dives into how prioritizing and improving accessibility far outweighs the cost and liability of ignoring it -- which helps your bottom line.

Site Badges 2021 webby nominee

Our work with the NFL Players Association was nominated for a Webby!

2021 Spring All Staff Navy

Two weeks ago, we virtually came together for our Spring TTT (quarterly all-hands meeting). We enjoyed hearing deep dives from project teams, Ignite-style talks, and our virtual cooking experiences.


Careers

We’re currently hiring in all four of our locations. For some positions, we'll consider permanently remote team members. We would love to hear from you!

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