Case Study 006 → Smithsonian Channel
Rebranding a legacy institution for the post-truth era.
While employed as a strategist and copywriter with Trollbäck+Company, I helped reposition Smithsonian Channel from a U.S.-centric, museum-adjacent broadcaster into a vibrant global entertainment brand rooted in curiosity, clarity, and a deep respect for fact. In a nonfiction media landscape increasingly dominated by sensationalism and pseudoscience, our goal was to establish Smithsonian Channel as the intelligent, optimistic alternative — one that celebrates the joy of lifelong learning across all platforms.
Highlights of my contributions included:
– Developing the brand strategy, positioning, and tone of voice to reflect a modern, multiplatform Smithsonian that champions evidence, clarity, and cultural relevance
– Helping craft the channel’s new tagline — It’s Brighter Here — as a rallying cry for audiences who value fact-based storytelling
– Writing foundational messaging frameworks and content principles to inform on-air voice, marketing copy, and editorial strategy
– Supporting live brand workshops across NYC and DC to train internal teams on the new identity, and activate the brand from the inside out
Insights: Redefining the voice of a nonfiction brand in a "post-truth" media era meant finding a tone that was both rigorous and inviting — credible but never didactic. Smithsonian Channel didn’t need to shout; it needed to signal intelligence through simplicity and earn trust through clarity. Our creative strategy drew heavily from the credibility of the Smithsonian Institution, while leaning into the content appetites and media habits of a Gen X audience often underserved by traditional cable brands. The challenge was to inspire internal teams to push past legacy assumptions about “educational TV” and embrace a future where nonfiction could feel bold, emotional, and culture-shaping.
Impact: Our work helped Smithsonian Channel shift its public identity from passive documentation to active storytelling — positioning the network as a beacon for smart, modern entertainment rooted in truth. The brand system, messaging, and visual identity are still in use today, shaping the channel’s editorial voice, motion design, and marketing approach. Following the rebrand, the team invited us to lead hands-on training workshops in both NYC and DC, empowering departments across marketing, content, and design to integrate the new identity and bring it to life across every touchpoint.