I previously worked with Dr. Marc Lamont Hill to help brand his bookstore and coffee shop, Uncle Bobbie’s. It was a pleasure to return to a collaborative, workshop-style process with him and his team—this time to execute a light brand refresh across his media platforms.

While the engagement was not initially scoped as a full rebrand, the strategic and visual shifts ultimately infused the network with a renewed clarity and cohesion that felt like a complete evolution of the brand.

The first and most important question we addressed was: What is the nucleus of the brand, and how does each show grow from it? Answering that required thoughtful research into Dr. Hill’s career, scholarship, activism, and personal life. Through this process, we identified that the truest expression of the brand lived at the intersection of his identity as an academic, professor, and activist—balanced with his lived experience as a father and husband. That blend of intellectual rigor and human relatability became the foundation.

From that strategic core, we developed a cohesive system of brand assets designed to support the expansion of a full-fledged media network. Deliverables included a network promo video, refreshed visual identities for each show, custom show intros, and original theme music—giving every program its own personality while maintaining shared brand DNA.