Moments that matter.

CNN is one of the most recognized news brands in the world — and one of the most complex to evolve. Forty-plus years of broadcast authority, a sprawling digital portfolio, and a media landscape that had fundamentally changed around it: the challenge wasn't just defining where CNN was going, it was untangling everything it had become in order to get there.

Loyalkaspar, CNN's long-standing design partner, brought us in to lead the strategy work. It was a genuinely integrated collaboration — strategy and design developed in dialogue rather than in sequence.

The mandate that emerged from the work was simple to say and hard to achieve: One CNN. The brand had fragmented across nearly every dimension — digital products, TV, newsletters, department naming — each evolving with its own logic. Before any positioning could be written, we had to build a brand architecture that could hold everything together and give the organization a coherent framework to build from.

From there we developed the full strategic platform: brand purpose and positioning, a messaging architecture for CNN's digital presence, and the verbal identity that would give the transformation its voice — including the tagline Moments that matter. The work went to the head of marketing across CNN and Warner Bros. Discovery, and received final sign-off from Sir Mark Thompson, CNN's CEO.

cnn.com

Creative and design execution were led by Loyalkaspar: https://www.loyalkaspar.com