BET -
Global Rebrand
As Creative Director at Sibling Rivalry I led a year-long engagement to rebrand and unite Paramount’s BET ecosystem. With a 40 year legacy of celebrating black culture, the brand was looking to own their heritage of fostering black creativity.
After meticulously curating a team of 20 artists with diverse backgrounds and skillsets, we started a rigorous discovery phase with executive stakeholders at Paramount. We then defined a creative territory that leverage the brand’s key differentiator of fostering black stars.
The system created a distinctly bold and graphic master brand system that united five sub-brands, a streaming service and the live event experience BETX. A custom font and cohesive animation theory united a previously fragmented ecosystem.
Our new master brand system came to life at the BET Awards in LA. My team was responsible for the live event graphics, opening titles, promotional animation packages, OOH advertising and branded collateral elements that would translate to swag and signage at the live event.
Role
Lead Creative Director
Agency
Sibling Rivalry
Recognition
Clio Award
Promax Global Award
Promax North America Award