PBS is still cool, you guys. And it’s not just for Sesame Street. PBS is a hotbed of stimulating programming for discerning brains young and old, and remains one of the last channels that hasn’t been taken over by reality shows about housewives entering pawn shop pageants. Suffice it to say, we care about PBS and its local affiliate, KCTS9. So when they came to GreenRubino looking for a new visual identity, we started singing the theme from Arthur, and agreed immediately. As older donors continue to age out, KCTS9 is finding relevancy with younger viewers by celebrating the Northwest. We started our heavy lifting with brand strategy work and the idea that KCTS is making the world a smarter place through compelling storytelling. From programs to community involvement, KCTS is making a difference, and making it feel like home. So whatever fancy things we did with colors and copy had to reflect a deep-seated love of the good ole PNW. So we hired a freelance team from Singapore. And then we fired them immediately, because this didn’t really happen.
Another challenge was reaching viewers who are frequently glued to other screens. We needed to leverage the nostalgia of sitting down and watching TV with your family/friends/27 cats. So, we set out to unlock the curious minds that find themselves drawn to KCTS’s brand of locally inspired smart fun. That’s right, smarty fun. InquisiTV was born. A concept that took the notion of watching TV and flipped it on its concept head. By combining the letters “TV” with words that exemplify what KCTS stands for, we created a concept that could adapt, evolve and engage—much like KCTS9 itself. Now if someone would just tell us how to get to Sesame Street.