Curiosity’s Comeback

WITF

Design Strategy

PBS station WITF immerses its audience in all things intriguing, bridging the gap between curiosity and discovery.

challenge

A crowded media ecosystem, the struggle for credibility among polarized audiences, and the grind to secure funding for deep, fact-based journalism.

the approach

Conduct brand analysis, research, interviews, and workshops to identify recognition, differentiation and audience appeal. 

The REsult

A strategy led rebrand that focused on media habits, areas of opportunity, community needs, and the strengths of public television and radio.

THE PROBLEM

Staying relevant in a rapidly changing media environment

WITF is a PBS and NPR public media station and an institution in Central Pennsylvania; it has been lauded for its journalistic integrity, engaging media personalities, and a variety of homegrown radio and television programming and local events.

However, in today’s fractured media landscape, they knew they needed to engage a new generation of viewers and listeners to stay relevant. We worked with WITF to undertake a human-centered research and design process to better align their unique programming with new demographics and a constantly changing streaming media ecosystem.

PHASE 1: Discovery + interviews

Our work with WITF began with extensive research to understand their existing audience and the potential audience they could begin to engage more effectively. We delved into audience motivators for engagement through a series of listening sessions, interviews, and observation of modern media frameworks. The process required open minds, testing, experimentation, and optimization.

Our research culminated in several critical initiatives and deliverables for WITF. The first was the development of a strategic brand platform, new visual identity (including logo, color palette, typeface and photography direction), strategic brand and donor marketing strategies, tactics and KPI plans and finally, an in-depth behavioral / audience segmentation that charted the engagement journey for new audiences. This behavioral segmentation included content strategy recommendations to engage and attract new donor audiences, through cross-channel strategies and tactics. 

PHASE 2: STRATEGY

Key motivators: curiosity, community, connection

After a period of extensive analysis, common threads and shared narratives began to emerge. With it, came WITF’s brand north star: Media whose only agenda is you. WITF’s vision for an engaged community alive with empathy and curiosity, inspired by and connected through public media, rang true with its legacy but also embraced new lenses to focus their mission through by rededicating themselves to providing enriching, accessible and inclusive education, news, and entertainment to their community.

Research pointed to key changes that should be considered on an organizational and brand level:

Attract: Fight for attention.
Build: Connect with the community and foster relationships.
Evolve: Continue to iterate in areas where impact is possible.

Moodboards focused on visual representations of “curiosity’s comeback” and “mindful media”.

Brand Pillars

Before we laid pencil to paper, it was important to synthesize our learnings into Brand Pillars: fundamental principles all parties could agree upon that would guide all creative decisions. The pillars are: In service of the public, in pursuit of curiosity and wonder, in reflection of the entire community, and in coverage of your neighborhood and beyond.

Phase 3: Design

Initial Design Exploration

Logomark explorations for concepts of unification and sparking ideas.

Concept 1 Illustration: Chris DeLorenzo
Final Design Concept

Curiosity’s comeback

The chosen direction focused on the premise “Let’s Discover”, and visually leaned into framing the wide world around us to see it through new perspectives. Whether news, politics, arts & music, or educational programming, WITF invites you to jump start your curiosity (after many years of doomscrolling) and reconnect with your community.

The portal

The new identity positions WITF as a portal to curiosity and discovery, illustrating how public media can provide new perspectives and calling attention to the stories all around us.

The symbol invites the audience to focus, examine and see things in a new light, eschewing the sound, fury, and noise of everyday media. Importantly, it places emphasis on WITF’s content and the curation of perspectives that makes WITF unique.

The rebrand resulted in a 40% increase in streaming listeners.

In addition, WITF revitalized their programming and approach to new media by creating a new YouTube channel, a new podcast geared toward more diverse audiences, and additional coverage of arts and music events.

The strategic identity work has proven invaluable to our partners at WITF, as it has enabled them to evolve their brand, content strategy and donor engagement to better align with modern audiences.