GERRY WEBER
BBC
The BBC is not owned by a billionaire. It is not controlled by corporate agendas. With the Royal Charter up for renewal in 2027 and a mandate to grow commercial revenue through BBC Studios, the organization needed to prove it could build modern, commercially viable digital businesses without compromising its responsibility to help people navigate the world we share.
The international digital presence was fragmented. Regions operated independently, consumers had no clear sense of what the BBC offered digitally, and there was no unified system to support commercial growth. The original brief was a DTC subscription service for BBC.com. Over four years, the work became something far larger.
I led brand strategy, identity, and creative direction across the full initiative. We developed the One BBC strategy, consolidating a fragmented portfolio into a single brand architecture, and built the No Agenda System, a creative framework where every element exists to earn trust.
BBC.com reached a record 77 million US visitors. Traffic grew 25% year-over-year. Registrations grew 78%. The BBC is the #1 most trusted news provider in America and ranked first globally for reliability and independence.
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Made to Make You Think
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 and half the world gets its news from social media, all while billionaires are buying media companies as megaphones for mega-donors.
In this environment, the BBC's role is not just relevant, it is necessary.
However, US audiences know the BBC, but it's not top of mind. To change this, we launched the first ever US brand campaign, driving people to the newly redesigned BBC.com
BBC Select
BBC Select is the BBC's premium documentary streaming service and the fastest growing in the United States, now ranked third in the category. Although the content was exciting, the branding and marketing didn't reflect that, leading consumers to question if this was a service worth paying for. To solve this, a full reconfiguration of the operational process was needed, along with a new creative strategy, overhauling marketing materials to better position the service in a competitive and rapidly evolving streaming landscape.
The results were immediate. 20% year-over-year subscriber growth and a 20% year-over-year reduction in cost per acquisition, a rare combination that reflects how strong creative drives revenue, growth, and efficiencies and that content is brand.
Anchor by Spotify
Spotify was known for music streaming, but identified an opportunity to get behind the emerging creator economy, giving voices the tools and the platform to be heard and to make real money on one of the largest audio distribution platforms in the world. 80% of all podcasts in the world were created using Anchor. Through brand architecture, strategy and identity, Anchor was rebranded to better fit among the Spotify brand portfolio, along with other acquired platforms, eventually folding into a new creator brand, Spotify for Creators. The result was Spotify transforming from a passive listening platform to one that empowered creators to Say it All.
Burton Durable Goods
Brand Campaign
Burton invented snowboarding and with it, snowboard culture.
With the launch of their Durable Goods line, the opportunity presented itself to reposition Burton beyond just the act of snowboarding, and re-cement its position within the culture. "No Bad Trips" carries a double meaning. Focusing on the journey rather than the ride, a full 360 campaign was developed showing Burton pros using the gear, but off the board. This campaign showed what snowboarding means to so many: friends, fun and gathering around the fire in the greater outdoors.
Ring
Ring (formerly Doorbot) invented the video doorbell, but the category quickly became saturated with hundreds of competitors. Consumers thought of Ring as just a video doorbell company. To solve this, Ring was repositioned through its first global brand guidelines, welcoming people beyond the front door into a ring of whole-home security. Ring reached its highest-ever brand metrics and search interest heading into Q4 2020 and ranked #7 on Business Insider's Fastest Growing Brands list.
VICE
During VICE's rise to peak cultural influence, Gerry played a central role in defining the brand's values, mission, and visual language across editorial, advertising, television, partnership, digital, marketing, and emerging business lines. He helped establish a cohesive and unmistakable identity that shaped both VICE and its broader brand portfolio. As the organization expanded, he developed brand strategy, visual systems, storytelling frameworks, and identity standards to unify the brand, reinforce its presence across global markets, and contribute to the business growth that helped VICE reach a $5.7B+ valuation. This strategic brand and creative direction helped evolve VICE into a highly recognizable cultural force with a clear mission to challenge convention.
VICELAND
VICELAND, a TV channel born from VICE led by Spike Jonze, focused on the topics that matter most to young audiences. At its core, VICELAND was built on radical empathy, created by people for people, balancing high and low cultural vernacular. The channel lifted the curtain on experimentation and process while providing a platform for voices from around the world to be seen and heard. Rejecting a typical over-the-top graphics package, the team collaborated with Gretel to create an "unbranded brand." Using reductive typography, motion, and messaging, the channel's identity allowed the programming to speak for itself.
The approach proved so effective that the principles and visual language developed for VICELAND were later adopted across all of VICE, helping unify the brand and extend its cultural voice across platforms worldwide.