The Challenge

Gray’s television stations cover approximately 24 percent of US television households and broadcast approximately 400 separate programming streams, including nearly 150 affiliates of the CBS/NBC/ABC/FOX networks. In spite of offering the latest technologies, Gray’s image was tired and outdated. To help Gray leverage their leadership position, we established an identity and narrative to reflect a new brand story. We positioned the company as a technology leader without abandoning its heritage of local community involvement.


  • Market Research
  • Competitive Review
  • Brand Positioning & Strategy
  • Brand Identity & Standards
  • Content Creation
  • Video Production
  • Website Development
  • User Experience
  • Media Planning and Buying
  • Integrated Traditional and Digital
  • Dashboard Reporting

The Ignition Process

Red, White, Blue & Gray


Gray’s growth can be attributed to leadership’s ability to pivot during a time of great change in television. New players and technologies have been rocking the industry in recent years. In the past, broadcasters could simply focus on creating content. No more. To stay viable, Gray had successfully diversified into new areas like online channels, greater consumer engagement, advertising, content aggregation and distribution. Yet despite operational success, the company’s brand identity did not reflect the new, dynamic brand.


Based on a qualitative study that included key stakeholders in the industry, media and employees, we uncovered an opportunity to own a space in the market that positioned Gray as a technologically-advanced media company. A pioneer that embraces growth and new technologies. A place where reporters are relentless in the pursuit of meaningful stories and stations are dedicated to impacting the lives of their communities.  


The heart of the new Gray TV brand is a logo icon that represents the camera lens through which millions of people see the world. We re-designed the Gray TV website, developed a range of materials that communicated the new brand position and created a video to launch the brand internally. Most recently, we reintroduced a new rendition of the national anthem, resurrecting the popular tradition of capping the day with our nation’s song.

Metrics &

Gray’s incredible growth and expansion would not have been possible without the new positioning and identity. From the rebranding in 2013 to the relaunch of the national anthem in 2019, the response has been phenomenal. At a single station in Evansville, for example, the new anthem reached 85,923 people on Facebook. It has 16,242 engagements with 349 comments and 765 shares. Amazing numbers and affirmation that despite political divisions in our nation today, patriotism is still hot.