Scripps Networks | ION Portfolio Rebrand
Within my first six months at Scripps Networks, I led rebrand efforts to evolve our largest network, ION during a major transformation for the business, expanding the programming slate to include women's sports, which included partnerships with the WNBA and NWSL. This was a significant shift for the brand from a historically procedural channel to a culturally-relevant entertainment network.
The rebrand strategy focused on building an evolved brand positioning, new social voice, and elevating creative storytelling to attract a younger, more diverse and culturally savvy audience. It required collaborating cross-functionally, presenting go-to-market strategies to executive leadership and aligning working teams to think differently.
But we didn’t stop with just one network - we rebranded the entire ION portfolio of channels that included ION Mystery and the launch of ION Plus, further amplifying the new brand attributes we established with the ION rebrand campaign – electrifying, thrilling, connecting, suspenseful, and fun to watch.
Impact:
Repositioned ION for future growth.
Increased brand awareness to all-time highs.
Established a new brand narrative and creative framework.
Created a foundation for expanded audiences and revenue opportunities.
Grew social footprint by over 350%.
Key Campaign Beats:
ION Brand Awareness :30 Image Spots
ION Tune-In Spots :15s & :30
ION Grand Central Terminal Experiential Activation
ION Portfolio :30
ION Fall Campaign
ION Mystery Visual Rebrand
ION Plus Linear Launch Assets
