setting new standards for media sponsorship

National Public Media came to us with a challenge: low brand recognition. NPM is a brand you’ve probably encountered, without even knowing it. They’re the sales and sponsorship subsidiary of NPR, PBS, and WGBH, a driving force and a thought leader in the audio industry. So when NPM approached work x work, it was with one ask: to update the brand and visually define their relationship to the beloved public media institutions they uphold.

We got to work pairing the square geometry of the NPR logo with the existing NPM color way, bringing the two brands into strong visual alignment. Next, we extended the ‘p’ in public, a nuance that reflects the open, inclusive and mission-driven identity of National Public Media. Building on our earlier ‘Go Public. Be Heard.’ campaign, we created a suite of marketing graphics featuring the new brand identity to launch the new brand into the public eye.

While borrowing brand equity from NPR, the new identity positions National Public Media as a leader in its own right, setting standards for what media sponsorship can achieve.