KARE 11 Sunrise branding

Pushing the brand

TEGNA, the company that owned KARE 11, had a set of colors that ruled the 60-some stations. These colors, especially the warmer “morning” tones, were… less than accessible. White on light pastel orange? Not on my watch!

Working with my talented marketing coworkers, I stepped in to elevate the overall Sunrise brand and push a catchy new tagline: “Every Morning Starts With Sunrise.”

The brand would eventually live on Facebook, Twitter (X), YouTube, a series of smart TV ads, and a very coveted campfire mug that coworkers were constantly hounding us about.

Smart TV ads

TEGNA teamed up with Fire TV, Samsung, and Roku to ship a collection of targeted ads that would play with new smart devices. My Marketing Director knew we had to advertise for Sunrise (what with their great personalities and that eye-catching orange).

I worked within strict guidelines in a Photoshop template to make sure these ads were able to be implemented by a larger team setting them up within an unknown backend.

The Mug

This mug was created as part of a promotional idea: what if we had a coffee hour with our anchors, supplied free coffee in regions that didn’t have a large KARE 11 viewership? And! What if we raffled off a mug!

A few were held, turnout was minimal, but the people who did show up were happy to tell us how much they loved Sunrise and KARE 11.

It was impossible to keep track of these mugs. We would have a bunch and then suddenly they would just up and disappear, somehow winding up on desks in the newsroom.

Eventually we kept them under lock and key and that seemed to mostly solve it.

Credits

Client
KARE 11

Art Direction
Jim Thomas

Promo Photography & Video Production
Mike Scheuermann, Daniel Crowe, Chris Parr

My roles

Logo Design
Animation
Typography
Branding
Layout
File Handoff