CHASING THE DREAM
Chasing the Dream is a nationally broadcast TV series that first aired on NBCU and streamed across Peacock, Hulu, and other major platforms. I was brought in as Creative Director to help define the visual identity and tone of the brand from the ground up. Working closely with the production team and line producers, I led the brand design, provided app and streaming platform direction, and collaborated with their PR agency on pitch materials to support media outreach and partnership development.
This was more than just a logo. It was about capturing the emotional power of mentorship, transformation, and second chances—values at the heart of the show.
BUILDING A BRAND TO BROADCAST HOPE
The Approach
Brand Identity and Visual Direction
I led the full development of the show’s brand identity, including the custom logo, type system, color palette,
and brand guidelines. Drawing from themes of transformation and hope, we designed a flexible logo system that could scale from app buttons to on-air visuals.
I also provided creative guidance for animation and motion graphics, collaborating with the production team to ensure the brand came to life in broadcast.
Streaming and App Strategy
In collaboration with their technical partner 3rd Rock and internal producers, I provided creative direction for the app design and content hierarchy, helping shape an experience that felt energetic and inspiring while staying clean and easy to navigate.
Pitch Materials and PR Assets
Working alongside the show's PR team, I designed investor and media pitch decks, press release templates, and branded collateral for industry presentations. These materials helped position the show for wide distribution and established a strong visual presence early in the lifecycle.
Client Collaboration and Stewardship
I guided the team through creative decision-making with care and clarity, including founder Monica Kelley and her production team. This was a deeply collaborative process that centered emotional truth, audience connection, and purpose-driven storytelling.
The Challenge
The show aimed to stand alongside other major NBCU productions and had to feel instantly credible, cinematic, and emotionally resonant. The challenge was to build a brand system that could live in broadcast, digital, and mobile environments while staying grounded in the show’s founding mission: offering opportunity to those who might never have had it, and celebrating the mentors who helped make those dreams possible.
The team needed to communicate that ambition across every format—from the opening scenes and streaming app icon to PR one-sheets and network backdrops.
The Impact
The visual identity was successfully rolled out across network channels and streaming platforms including NBCU, Peacock, Roku, and Hulu
Branded assets supported media coverage and press efforts leading up to the July premiere
The logo and creative system were used across app platforms, digital interfaces, and physical set designs
The show launched with a clear, consistent identity that reflected its heart: the power of mentorship and the hope of transformation
Our brand foundation gave the production team the tools they needed to scale confidently and tell deeper stories
