Gray Television
Owner/Operator of 31 TV Stations Nationwide
Assignment
Gray Television owns TV stations in 31 small- to medium-sized markets. In spite of offering the latest technologies, Gray’s image was tired and outdated. We needed to develop a brand identity that positioned the company as a technology leader without abandoning its heritage of local community involvement.
Approach
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.
Result
Response was phenomenal, especially from the GM’s of Gray TV stations:
“You have helped this company with something extremely important, both now and for the future.”
“You have been intimately involved in the re-birth of Gray Television.”
“We now have a brand that all of us are proud to own.”