PBS SoCal Rebrand: Distinctly Local, Uniquely National

The merger of PBS SoCal and KCETLink Media marked the beginning of a new era in public media, establishing the nation’s second-largest public media group and reaching over 19 million viewers across Southern California. This transformation brought both opportunity and challenge: unifying a portfolio of media brands while crafting distinct identities within a crowded market. For PBS SoCal, the task was particularly nuanced, balancing local differentiation with the iconic national PBS shield and logo, creating a brand that felt both distinctly Californian and unmistakably PBS.

As the Managing Executive and in-house Creative Director, I partnered with the New York-based branding agency Area17, steering a collaborative process that engaged executive management, staff, and stakeholders. Together, we developed a bold brand strategy that honored PBS’s legacy while embracing Southern California’s innovative spirit. The result was a revitalized logo, comprehensive brand guidelines, a redesigned website, and a launch campaign that extended across broadcast, digital, and print. Our in-house creative teams executed each element with precision, ensuring the new PBS SoCal identity felt as dynamic and relevant as the community it serves.