Developing a unified brand identity and communications plan to support the next chapter of public media
WNET, America’s flagship PBS station, enlisted Brunswick to support on the launch of ALL ARTS, a new streaming platform and broadcast television channel dedicated to arts and culture content, aimed at engaging the next generation of public media viewers. Brunswick brought together a cross-disciplinary team to accomplish WNET’s goals. Our in-house creative agency, MerchantCantos, conceived of the channel’s brand narrative and visual identity that became the basis for an outdoor advertising campaign implemented across New York City. Brunswick Arts focused on the media strategy, crafting key messages and securing coverage in The New York Times, Bloomberg Radio and Forbes, among other outlets. Finally, our Digital team advised on building an audience for the channel and targeting younger demographics on social media. This unified strategy ensured a strong launch and helped to distinguish ALL ARTS within the crowded landscape of streaming and on-demand TV services.