msnbc was best known as a cable news network that spoke of current events with no identity as a brand. We created "Lean Forward" to help msnbc define who they are, and create a core identity for the brand.

Visually the cable news/news landscape was cluttered with gradients, insincere red/white/blue americana, bevels, blah blah...

Taking into account those expressions, we wanted to be as pure with our visual identity as we have with language. Basic elements like typography, color, and progressive statements showcased the new voice of msnbc.

 

Simple color palette consisting of five colors, bold statements, docu style art direction.

We projected these Lean Forward statements on buildings, barnes, water towers, trains, bridges and construction sites in NYC, Denver, Washington DC, Chicago, Atlanta and Seattle.