Rebranding a news channel inside one of the largest media companies in the world means navigating a lot of opinions, a lot of stakeholders, and a creative process that can easily get smoothed into something nobody loves but nobody objects to either.

My job was to make sure that didn't happen to LX News.

I came in when the logo work was already underway, but the brand voice — how it would actually feel on air — wasn't defined yet. I pushed for a clearer point of view in the ID spots, one that distinguished LX News from every other news property launching with words like "trusted" and "community." We built spots at four lengths, produced campaign promos around specific cultural moments, and made sure the tone was consistent whether someone was watching on television, social, or mobile.

The rebrand launched without the identity crisis that most rebrands quietly have. LX News came out of it with something that felt like a position — not just a new logo.