WCCB Charlotte Rebrand (FOX → CW)
Leading a full-scale network rebrand—transforming a legacy FOX affiliate into a high-performing CW station
Role
Led creative direction, messaging, and multi-platform campaign execution during the transition—shaping how the brand showed up across on-air, digital, and audience touchpoints.
The Challenge
Losing a major network affiliation (FOX) required a complete brand reset. The challenge wasn’t just visual—it was rebuilding audience perception, credibility, and excitement around a new identity.
Strategic Approach
Fully embraced the CW identity rather than treating it as a downgrade
Built a distinct, energetic brand voice aligned with audience expectations
Developed integrated campaigns across broadcast, digital, and social
Positioned the station as modern, relevant, and entertainment-driven
Original Content & Digital Engagement
Created and produced original series (Super Chat, Riverdale Rewind) driving 100K+ combined views
Developed cross-platform content spanning web, social, and video
Extended on-air programming into digital-first audience experiences
Impact
Reached 1.1M+ households across a 22-county DMA through integrated campaign execution
Supported 3.7M+ monthly page views across digital platforms
Built and contributed to a 200K+ social audience across Facebook, Twitter, and Instagram
Produced original content generating 1M+ YouTube views and multi-platform engagement
Led FOX-to-CW transition, earning CW Model Affiliate Award recognition