TIME Brand and Events
For a century, TIME's visual equity lived inside a single object: a red border around a printed cover. It's one of the most recognizable frames in media, and it was built for exactly one surface. As the brand entered its 100th year, the work moved off the page. TIME was convening the people inside that border in real rooms, from intimate dinners to large-scale summits, and telling their stories across video, social, and digital to a 120M+ global audience. Nothing in the identity had been written for a stage, a screen, or a space. Teams building those experiences were either applying the border literally, which shrank a global brand to a rectangle, or improvising, which let a hundred years of equity drift apart channel by channel. The brand was recognized everywhere and defined almost nowhere beyond print.
Our challenge was bringing the TIME voice and aesthetic beyond the cover. We didn't reinvent a hundred-year-old identity. We went deeper into it, expanding the red border, typography, color, photography, and motion from print conventions into a full system with rules for stages, screens, and spaces. Editorial, events, brand marketing, and partnerships now speak one language, and TIME shows up everywhere its audience is without ever looking like anything but TIME. The result gave TIME a modern visual language capable of carrying its journalism into rooms and channels it had never been in, and gave every team building for a 120M+ global audience a single answer to what TIME looks like now.
Overview
• 100+ global events (live and virtual)
• 30,000+ total event attendees (live and virtual)
• 50+ campaigns
• 120M+ global TIME audience
Results
• 30% YoY revenue increase
• 72% of TIME revenue was attributed to the content studio and events
Recognition
• Media Brand of the Year – DigiDay
• Content Studio of the Year – DigiDay
• Branded content recognized by ADC, One Show, Shorty’s, Clios, Native Advertising Awards, World Media Awards
Role: VP Brand Strategy and Creative, Head of Branded Content, Creative Director
Branded content, event design, video, digital, and overall marketing of TIME and its sub-brands. (TIME Studios, Red Border by TIME, TIME CO2)
