CBS is a global multi-platform media company that creates and distributes some of the most-viewed news, sports and entertainment content in the world. Founded in 1928, CBS has created some of the most beloved programs and iconic characters in television history. The company’s operations span virtually every field of media and entertainment, including cable, publishing, local TV and digital.

The objective was to unify the CBS brand top-to-bottom—content, business units and products—while evolving the brand identity to feel fresh, relevant and meaningful to a wide range of viewers. This meant working cross-functionally with several different teams and businesses within CBS to assess, establish and implement a unified brand and design strategy.