Brand strategy, messaging, and visual system development for Boston’s public media powerhouse

For Boston’s public media powerhouse, we collaborated in the areas that significantly changed how the organization connects to its diverse constituencies.

We collaborated to implement a new set of brand strategies across the organization—working with print, online, and on-air communicators to elevate the master brand, and more closely connect the organization’s platforms and programs. The goal was to establish a system that supports the brand position, provides a measure of consistency across the organization, and helps the organization get more credit for all its work.

Based on internal and external research—and a review of the competitive and relevant landscape—we developed a modular messaging system that is helping staff and volunteer leadership to confidently and comfortably talk about the WGBH of today—and help the organization secure its leadership position as an “idea factory.”

We rolled out a new framework for visual expression for WGBH, enabling all those who communicate on behalf of the organization’s television, radio, online, and educational initiatives can advance dialogues that promote participation and support.

We continue as brand counsel to WGBH, and Roger is both an Overseer and a member of the Corporate Executive Council.

Some project designs below by WGBH Creative.

An extensible identifier system brings coherence to a complex organization

WGBH identifier

Walt Disney postcard

WGBH Ralph Lowell Society Members and Friends Walt Disney Postcard


WGBH This Old House digital advertisement
WGBH The Durrells in Corfu digital advertisement
WGBH POLDARK digital advertisement
WGBH Leadership Circle digital advertisement
WGBH First Peoples digital advertisement


WGBH Billboard: It's OK to think & Drive.
WGBH Billboard: Jamaica Awesome, not Plain.