Directing Bleacher Report’s National Rebrand Campaign
Brand Development / Agency Management / Brand Marketing
Bleacher Report, a sports-news website founded in 2007, found itself at a crossroads in 2017. After a decade filled with restructuring, reorganization, and an acquisition by Turner, B/R needed to find a way to articulate their unique voice, and anchor their brand within a quickly evolving sports media landscape. The industry was experiencing a tectonic shift. Young sports fans weren’t tuning into full games anymore, preferring to consume sports in bite-sized, mobile app-friendly formats. They considered sports to be just one of a number of passions in their lives – part of an interconnected world of fashion, music, and entertainment, each influenced by their love of sport. With a redesigned Bleacher Report app on the horizon, the brand’s awareness amongst this crucial new audience remained low. B/R had to establish a strong connection with this new generation of fans, and create an authentic voice made for this new culture of sports.
20%
Increase in average monthly installs
15%
Increase in brand awareness
46%
Increase in logo recognition three months after launch
“Will has excellent content and brand sensibilities that have been honed over many years of building up culturally relevant brands. He was highly trusted by the top creatives at Bleacher Report and was someone whose natural leadership qualities were pretty obvious from early on in his career.”
