Using warmth and accessibility to open the “Boardroom” to the community.
The Challenge
In a landscape dominated by “cold and corporate” tropes, business events often feel sterile. The WBUR Breakfast Club required a visual pivot. We needed to communicate high-level intelligence and forward-thinking innovation, but through a lens that felt warm, local, and approachable. The goal was to transform a standard industry gathering into a vibrant, intellectual community.
The Strategy: “The Morning Catalyst”
The goal was to deconstruct the “exclusive” feel of industry innovation. I developed a “modern-editorial” visual system that prioritizes connection over hierarchy. Using a high-contrast palette and a custom illustration system, I shifted the tone from “top-down corporate” to “community-led forum,” making the brand’s momentum feel both sophisticated and approachable.
My Role
Cross-Functional Leadership: Collaborated with the Marketing, Events, Business Partnerships teams and senior leadership to ensure the “Breakfast Club” voice felt distinct but remained a loyal sibling to the master WBUR brand.
Creative Direction: Led the shift from “corporate” to “conversational” across all touchpoints.
Brand Identity: I developed a scalable library of brand assets designed for long-term flexibility. By leaning into WBUR’s secondary color palette, I introduced a vibrant, modern energy that breaks away from traditional news tropes. The system is anchored by a brand illustration of the Boston city skyline, providing a sense of place that feels both premium and deeply local. This cohesive suite of line illustrations ensures a recognizable identity across every touchpoint, from digital social tiles to large-scale event signage.
The Impact
The identity successfully positioned the series as a trusted, contemporary space for business dialogue. By leading with warmth and clarity, we attracted a diverse audience — bridging the gap between the boardroom and the newsroom.