VICELAND BRAND STRATEGY
A MANIFESTO ON OUR MOOD FOR STAFF AND FRIENDS
VICELAND is not into labels. Look no further than their tagline “It’s a TV channel” as proof of how much they reject marketing speak. But after one year on the air, they knew it was time to define themselves to the outside world and articulate their goals within.
I conducted nearly 50 interviews with VICELAND leaders and employees, ranging from junior writers all the way up to Spike Jonze to get a sense of the company’s culture, goals, and values. The interviews helped me create buckets, pillars, a guide to development, and a core beliefs document that felt truly ownable to them.
So ownable in fact, that we ended up created an internal and outward facing document: The VICELAND Newsletter. This newspaper is given out to advertisers, partners, employees, and anyone who cares to get a better understanding of the VICELAND mission and strategy… not that we’re calling it that.
My role: Strategist, Writer
Selects below or read the whole thing here.
