Strategy for an evolving media company and its next generation of brands.

I worked with Sinclair across multiple brand initiatives, including foundational work for the parent company and the development of a new digital-first news and entertainment brand.

The projects ranged from repositioning and naming to audience and competitive research, brand architecture, and verbal identity. Across both, the challenge was translating a complex and rapidly changing media business into brands with a clearer role, story, and reason to exist.

The work gave me experience on both sides of brand transformation: evolving an established organization while also helping build something entirely new.

Brand Strategy / Positioning / Naming / Brand Architecture / Audience Strategy‍ ‍