Become #1 The admired model

Many of the world’s most influential companies operate at the intersection of media and technology. But for Comcast, one of the most quietly ambitious businesses in that set, the story it wanted to tell the world was not yet clear. The uniqueness of what it had built across connectivity, platforms, content and experiences was not yet being valued as more than the sum of the parts. To most people across the US, it was still a cable company.

The opportunity isn’t to position Comcast alongside other tech giants or media conglomerates, but to show why its combination of both is meaningfully different. We recognised in Comcast a company that brings media and technology together in new ways - all to expand access, connection and opportunity for millions of people. No other business had woven itself so closely into the fabric of modern connected life.

As Comcast’s strategic brand partners for over 5 years, we have worked to make this story seen and felt, both at corporate level and across the portfolio. From a new visual identity signalling a shift in ambition, to flagship experiences like Comcast Converge, we have made the brand narrative tangible everywhere everywhere. We created Project UP, a unifying brand for Comcast’s $1bn commitment to social impact and another proof point for the possibilities created by media and technology coming together.

Comcast’s audiences now see and feel something they didn’t before: a corporate brand with a confident story around who it is and what it stands for. We’ve created a coherent brand system for a company that doesn’t fit neatly into any single box. And a strong foundation for growth, built on a distinctive combination of capabilities that others can’t easily replicate.