PositivelyJax is a community-driven station initiative that celebrates the good happening in Jacksonville—spotlighting local heroes, nonprofits, and everyday acts of kindness. In 2021, I led the rebrand of this well-established campaign, refreshing its visual identity while preserving its strong community recognition.
My design approach focused on balancing familiarity with freshness: updating the logo and color palette to feel more modern and vibrant, while staying true to the brand’s optimistic tone. I built a cohesive visual system that extended across multiple platforms—news graphics, digital and web assets, OTT content, and in-studio visuals. Each element was crafted to amplify the brand’s message and ensure consistency across broadcast, digital, and social spaces.
Key deliverables included branded full screens and teases for newscasts, motion graphics packages, studio wall designs, and promotional materials. also helped expand the initiative into original OTT content with the creation of PosJax Spotlight and the monthly PositivelyJax show—further evolving the brand’s reach and storytelling potential.