WCCB Charlotte’s CW Rebrand
Rebuilding a Broadcast Brand Under Pressure
From lost affiliate to model station
Helped lead the transformation of Fox Charlotte into WCCB Charlotte’s CW—repositioning the brand, redefining its voice, and building a new identity that ultimately became awarded the CW’s model affiliate.
When WCCB lost its Fox affiliation, the brand had to be rebuilt—fast.
The challenge wasn’t just a name change.
It was rebuilding:
Audience trust
Brand identity
Programming perception
Market relevance
All in a highly competitive media landscape.
We didn’t resist the shift—we leaned all the way in.
I helped lead the repositioning of the station as Charlotte’s CW, embracing a new identity and building a cohesive brand across:
On-air promotion and campaigns
Social and digital content
Original programming franchises
Event marketing and community presence
Instead of treating it like a downgrade, we made it the identity.
What We Built:
✦ Brand Repositioning
Developed a new voice, tone, and visual identity aligned with the CW audience
✦ On-Air + Campaign Creative
Concepted and produced promotional campaigns designed to drive tune-in and brand recognition
✦ Content + Franchises
Helped launch and promote original content franchises like Super Chat, Hidden Gems, Supernatural CLT and Food Truck Rumble CLT
✦ Audience Growth
Built engagement across social and broadcast, reaching over 1M households and 223K+ followers
The result:
Named CW Model Affiliate
Awarded Promax, CW Apex, and Addy Awards
Built a recognizable, differentiated local brand
Sustained audience engagement across platforms
What started as a forced rebrand became a defining moment.
By fully embracing the shift, we didn’t just rebuild the brand—we made it stronger.