Branding | tagline | positioning

How to brand a media group consisting of multiple, varied properties with niche-appeal? By creating a new way to position their combined audiences—as a desirable, must-have target market for advertisers.

With Univision’s acquisition of The Onion and The Root, they had built up a wide-ranging collection of digital-first brands–English and Spanish-speaking, comedy and gossip, targeted news and edgy pulp-inspired originals. They were all brought together under the new brand Fusion Media Group (FMG). Starting with the existing logo and graphics palette created by Univision, our challenge lay in positioning FMG to potential advertisers.