PBS Rebrands to “Be More”

US public broadcaster PBS has unveiled an ambitious new multi-platform rebrand package, which includes over 600 elements inviting viewers to “Be More”. In development since last year, the campaign expresses the vibrancy of today’s PBS, whose content is delivered through a growing number of platforms.

From television to video streaming and beyond, PBS “gives people opportunities they may not otherwise have to explore the worlds of science, nature, history, drama, performance, how-to and more – making this public service media enterprise even more relevant and captivating than ever.”

“The new package expresses what people love best about PBS – that our shows invite everyone, from every walk of life, to explore new ideas, discover new worlds and to broaden their horizons, in other words, to be more.” explains Lesli Rotenberg, SVP, PBS Brand Management and Promotion.

John Ruppenthal, Senior Creative Director for PBS adds “It was a challenge to find a way to embody and bring to life what makes PBS unique, yet this new package does just that.” The strategic direction for the new package was developed by PBS’ Brand Management team, the creative was executed by New York based Eyeball.