In 2013 while working at Meredith’s in-house Branded Content services agency in New York City, I was tasked to design the identity for Meredith Digital (our soon to be official public-facing name which would mark the conglomerate publisher’s shift of resources into the digital ad-tech space).
Branded Content: A Quick Primer
Branded Content is essentially the evolution of the print advertorial (a paid editorial; a paid feature story). Looking at a post-print world, each publication title has digital properties: their own social media pages, email lists, websites, online contests and promotions, community forums – so with this now comes the opportunity for brands to buy space in a way that can be more creative, more useful, and hopefully not feel so… paid for.
Timeline to deliver? 3 weeks. The new logo identity was going to be unveiled at the annual corporate sales conference in Iowa–Meredith Corporation’s home base. Also, not just unveiled, but unveiled through a music video I had to create using crowdsourced employee responses to the question: “What’s your favorite D word?”. More on that later.
For Round 1 of logo exploration, the brief was broad: to highlight the D in Meredith Digital. Below are a few buckets for feels we thought had legs leaving Week 1: