View Project

NBC Universal LXTV

Brand Strategist and Producer

Responsibilities: Oversee the creation of a new logo identity, develop brand ID spots, and produce campaign promos for the rebranded LX News.

Background: NBCUniversal LXTV faced the challenge of transitioning its brand image from LXTV to LX News. This significant rebranding effort required a fresh and modern logo identity that would resonate across multiple platforms, along with engaging brand ID spots and campaign promos to introduce the new brand and its programming.


Primary Objective: Develop a new logo identity that reflects the evolved vision and core values of LX News, ensuring recognition and consistency across all media platforms.

Secondary Objective: Create compelling brand ID spots and campaign promos that effectively communicate the new identity and draw attention to the channel’s unique programming.


  • Conducted extensive market research and analyzed data to understand the target audience’s preferences and expectations.
  • Collaborated with the creative team to design a new logo that was both modern and reflective of LX News’ values, ensuring its adaptability across television, social media, and mobile apps.
  • Produced a series of brand ID spots in varying lengths (10, 15, 20, and 30 seconds) to promote the new brand identity dynamically across different platforms.
  • Created targeted campaign promos focusing on relevant and timely topics, such as Thanksgiving and mental health, highlighting the channel’s commitment to compelling news coverage.
  • Maintained a proactive approach by regularly tracking news trends, enabling timely and relevant promo updates that aligned with current events and audience interests.

Result: The launch of the new LX News brand identity and the accompanying promotional campaigns received positive feedback from the audience, leading to increased brand recognition and engagement. The rebranding effort successfully enhanced viewer ratings and established a strong presence for LX News across various media platforms.