Reimagining Public Media for Southern California

With the merger of KCET and PBS SoCal, Southern California became home to the nation’s second-largest public media organization, serving over 19 million viewers. This historic transition called for a complete rebrand—KCET’s first in over two decades—to unify its identity and position it for the future.

As the In-House Creative Director, I led this transformation, guiding the strategic vision and creative direction in collaboration with the digital and brand agency Area17. Overseeing the project, I ensured the rebrand reflected Southern California’s role as a global creative hub while aligning with our mission and audience needs. Partnering closely with executive leadership, staff, and stakeholders, I shaped a cohesive brand strategy, dynamic visual identity, and modernized digital presence that positioned KCET for the future.