CLEAR CHANNEL OUTDOOR

Branding

Rebranding a media giant

We rebranded Clear Channel Outdoor, one of the world’s largest out-of-home media companies, positioning them for future growth. Built out of an in-depth discovery phase of team interviews, workshops, and competitive research, we crafted a strategy that leveraged CCO’s strengths—and connected them with their audiences. The resulting creative encompassed everything from a refreshed brand identity and graphics package, to new brand positioning and messaging, to the development of the UX strategy for their redesigned website.

CHALLENGE
Uncover the key differentiators between Clear Channel Outdoor (CCO) and its competitors—both within the OOH industry and across all competing media—then realign the brand to leverage its competitive advantages.

INSIGHT
Their previous positioning was rooted in technical innovation, but they needed to position themselves for the constantly changing media landscape. Our landscape research, in-depth interviews, and group workshops determined that focusing not just on innovation, but on the benefits that innovation provided, would more successfully engage their audiences and build upon the company’s strengths, all while taking advantage of white space within the industry.

APPROACH
We created new brand identity and language guidelines based on the intersection of relationships through inviting, benefits-based language and a dynamic, forward-looking graphics package.

 

POSITIONING
The new positioning was embodied through a tagline focusing on the main benefit for customers: Get More With Us. The company’s mission, vision, and values were updated to align with the new direction, and a new brand story was created.

MARKETING MATERIALS
A full communications package was developed, including presentation decks, digital brochures, sell sheets, and templates for further executions.

BRAND GRAPHICS
A completely new visual palette was created around the idea of horizons and pathways, reflecting CCO’s brand promise of enabling customers to reach their audiences throughout their daily journeys in a fluid, impactful way. This dynamic, flexible system was designed to work across all types of media, with templates created for OOH, print, digital, social, and motion graphics.

LOGO REFRESH
To preserve the brand equity of the existing logo, the existing mark was updated and modernized to reinforce the ideas of movement and connectivity that the new graphic system was founded upon.

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“Suzy Jurist and her SJI team have been a pleasure to work with over the past 20 years. Moreover, they’ve been a trusted partner on consumer and trade ad campaigns, positioning work, digital strategy and corporate branding. No matter the size or scope, SJI ensures senior staff is dedicated to each project. They deliver strategic thinking. Exceptional design. Unprecedented professionalism. And they do it all with kindness and empathy.” KENETTA BAILEY SVP, Clear Channel Outdoor

ANIMATIONS
Animated storyboards showed how the new brand comes to life through video, while social media and digital ads were developed to illustrate how the brand extends across media tactics.

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WEBSITE
We conducted a series of UX workshops, using our findings to develop strategic user personas that guided CCO’s website strategy and wireframes. Core site pages were designed before working files were handed over to CCO’s internal team for development, and we continued to provide consultation throughout the process. CCO’s Creative team leveraged the new visual identity package to design a new website that is modern, esthetically pleasing, and welcoming.

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