As the creative lead at WETA, one of the nation’s largest producers of content for PBS and its member stations, I spearheaded the organization’s first rebrand in nearly 30 years.

The rebranding process was comprehensive, requiring careful consideration of numerous sub-brands and the development of a mark designed for the digital age. The new branding had to extend across all touchpoints, including on-air graphics, signage, collateral, publications, and streaming apps.

The resulting design evolved the iconic red ribbon, a hallmark of the WETA logo for decades, into a play button—symbolizing the transition to an era of live and on-demand streaming. The refreshed identity also prominently features WETA’s signature red, maintaining continuity with its established brand heritage.