GERRY WEBER
BBC
Brand System—
The BBC is the most trusted media brand in the world.
Not owned by a billionaire.
Not controlled by corporate agendas.
It is the brand people rely on to help them navigate the world they live in.
But the international digital ecosystem had grown fragmented, with no unified system to support the organization's commercial ambitions.
Gerry led brand strategy, identity, and creative direction, consolidating a fragmented portfolio into a single brand architecture and creative framework built on one principle: every element exists to earn trust.
VIEW PROJECT
Made to
Make You Think
Brand Campaign—
Fewer than 8% of the world's population has access to a free and independent press. Wars are reshaping borders. Misinformation is outpacing facts. Trust in media is at historic lows while billionaires are buying media companies as megaphones for mega-donors.
In this world, the BBC's role is not just relevant. It is necessary.
US audiences know the BBC. Respected, trusted, but not top of mind. In partnership with R/GA, Gerry led brand strategy and creative direction for the BBC's first-ever US brand campaign, positioning impartiality as an active benefit. The platform launched with films rooted in the BBC's mission, extended into the 2024 US elections, and earned recognition across the Clios, GEMA, and Brand Impact Awards.
VIEW PROJECT
Ring
Brand Repositioning—
Ring invented the video doorbell and with it, a whole new category. But hundreds of competitors flooded in and consumers thought of Ring as just a doorbell company.
Gerry led brand strategy and developed the Ring of Security framework, repositioning the brand through its first global brand guidelines. Welcoming people beyond the front door into a ring of whole-home security.
Highest-ever brand metrics and search interest heading into Q4 2020. Ranked #7 on Business Insider's Fastest Growing Brands list.
VIEW PROJECT
BBC Select
Creative Overhaul—
BBC Select is the BBC's premium documentary streaming service in North America. The content library was deep but consumers didn't see it as worth paying for.
Gerry led a full creative strategy overhaul, taking apart the entire engine and rebuilding it from the ground up.
Now the fastest growing premium documentary streaming service in the US, ranked third in the category.
VICELAND
Channel Identity—
VICELAND was a TV channel born from VICE, led by Spike Jonze, built on radical empathy. Created by people, for people, it balanced high and low cultural vernacular, lifting the curtain on experimentation and process while creating space for global voices to be seen and heard.
In a landscape of loud, over-designed channel identities, the brand did the opposite.
Partnering with Gretel, the team built an "unbranded brand," a reductive system that allowed the programming to speak for itself. Gerry helped shape the channel identity and co-founded and led VICELAND Brand Studio, where marketing behaved like the channel itself. The visual language proved so effective it was later adopted across all of VICE.
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Anchor by Spotify
Brand Architecture—
In a world where having a voice meant texts and emojis, people were using their actual voices less and less. Spotify wanted to be the platform where audio of every kind was made, and Anchor was the entry point.
Gerry led creative direction across the Anchor rebrand and the eleven product launches that extended Spotify's creator ecosystem from 2021 to 2022, including Video Podcasts, Subscriptions, Ads by Anchor, and Spotify Live.
In 2024, Spotify rebranded to Spotify for Creators, completing the shift from a place people went to hear into a place people went to make.
VIEW PROJECT
Make the
Midterms Matter
Culture Campaign—
The 2018 midterms were the first election where millennials would be the largest voting bloc. Most get-out-and-vote campaigns gave them no real reason to show up.
Gerry led creative and art direction on a voter registration campaign built around politically charged objects, stripped of color and context, that let audiences bring their own meaning.
Then on National Voter Registration Day, VICE shut down its own platforms with a simple message. It can wait, register to vote.
The campaign drove 2% of all voter registration and contributed to the largest midterm turnout since 1914.
VIEW PROJECT
VICE
Global Brand—
VICE told stories that could only be told at VICE. It defined the voice of youth culture, challenging convention and helping people understand the world and themselves. People worked at VICE because it let them make work that mattered to them, and in turn, mattered to an entire generation.
Gerry played an integral role in the brand's visual language, identity, and marketing across every global line of business from 2014 to 2020, launching new lines of business and helping establish an unmistakable identity behind every major milestone, helping build VICE into the largest independent youth media company in the world.