Disney - Brand Identity, Brand Purpose & Positioning, Campaign Conception & Execution, Naming, Portfolio Strategy

Disney and ESPN came to us with ambitions to expand their content platform, The Undefeated, beyond sports in order to meaningfully connect with a rising generation of Black Gen Z and Millennials.

The Undefeated team had big ambitions for expansion—from moving into new mediums to covering a broader range of Black stories—but they needed a pointed, inspiring vision to galvanize internal teams and new audiences. We were charged with the question: how do you build a global brand that embodies the full complexity of the Black experience?

We started by defining a new design target and developing a business vision that would unlock new paths for growth and make a deep connection with key audiences. We then developed a portfolio strategy and roadmap that served to guide their path to becoming a global media platform. This strategy was first manifested through a new name—Andscape. Playing on the words “And” and “landscape,” the name speaks to the intersections of Black and Everything.

The brand was brought to life through a social strategy, a dynamic and flexible identity system, and a bold campaign that highlights Andscape’s intimate and real storytelling.

Andscape launched on March 1st of 2022 with a creative campaign developed in partnership with Under Her Empire and ESPN. Additionally, they are expanding their business with the launch of their first feature film on Hulu, as well as the debut of a book imprint later this year. These features are boldly introducing a new phase for Andscape, ESPN, and Disney.

Link to full case study.​