Common Sense Media
Showing industry leadership with the Common Sense Selection seal program
Goal
Cement the Common Sense brand and industry leadership position with a comprehensive recognition program and brand forward seal design.
Results
Industry approval and increased brand awareness: Apple, Disney, and other media outlets display the Common Sense Selection seal on their platforms, marketing, or packaging. For edtech learning media awardees, 66% display the seal in their marketing or on their websites.
Customer approval: Parents say they are 60% more likely to say "yes" to content labeled with both an age rating and a seal.
My Role
As the in-house brand and design leader, I was the project owner and initiator. I proposed the new strategy combining the two programs. I managed the external design agency and internal stakeholders. I partnered closely with the marketing and business development teams for the program rollout.
The Team
VP of Brand and Design (me), external agency Pentagram/Emily Oberman
The challenge
Common Sense had two recognition programs, one for exceptional family-friendly media, and the second for classroom edtech tools. But the programs were not connected, and they were not up to par with the strong position Common Sense holds as a leader in both spaces.
The seals are awarded to selected movies, TV shows, and other media with the potential to affect learning, spark family conversations, entertain families of all types, and make a lasting impact on individuals or on culture as a whole.