As the Creative Director for the SYFY brand, I oversaw the development of a new brand identity that positioned SYFY as a multi-platform destination for fans of all things science fiction, fantasy and horror across the entire pop culture universe.

Our POV-driven editorial voice let the brand speak fan-to-fan, engaging our audience in the speculation, nerd cred know-how and good old fashioned geeking out that are hallmark behaviors of genre fans.

This vision came to life through a total brand package redesign and a 360° launch campaign that included TV spots, social, digital and OOH, and experiential takeovers at San Diego Comic-Con and New York Comic Con. 

The new hero SYFY brand informed the promotional campaigns for network programming: each show and movie’s custom GFX package and approach to copy was rooted in the core brand’s design and voice. 

The rebrand also positioned SYFY WIRE, an editorial sub-brand for the network, as the mouthpiece for SYFY. Under my leadership, SYFY WIRE became a powerhouse content studio that developed and produced cross-platform brand campaigns and original video series for TV, YouTube and social.