Univision Case Study

Ambition

What started out as KWEX-TV, the first ever full-time Spanish-language television station, has now evolved into the lead
ing Hispanic media company in the United States, known as Univision Communications Inc.

Ruth Gaviria, SVP of Corporate Marketing at Univision, asked us to help focus their vision, pull together the different voices within their company and create an updated brand identity.

Action

In August 2011, Wolff Olins began working with Univision to concept the new brand image. Over nine months we worked together to create an identity that would modernize the brand and signal to the world that they meant business. Wolff Olins facilitated workshops to uncover characteristics that set Univision apart in their category. Working with the brand butterfly and quadrant tools, we helped Univision understand how to modernize and diversify the brand without sacrificing their heritage and powerful brand loyalty.

The result was a re-imagined and updated version of their 30-year-old logo and a brand story that focused on using their scale and influence to be the No. 1 brand representing and serving the full spectrum of what it means to be Hispanic in America today.

Impact

Univision kicked off a new era as the "Hispanic Heartbeat of America," launching a new brand identity symbolized by the introduction of a new logo. The new and improved brand celebrated the company's history while reinforcing its commitment to growth and innovation. Following the identity launch in October 2012, the network increased its audience by 4% during the November 2012 sweeps, and posted year-over-year increases across all the key demographics.

On January 1, 2013 the new three-dimensional logo officially debuted on air, and on other Univision platforms, to positive reviews. 2013 quickly led Univision to reach new milestones. Univision CEO, Randy Falco said that the media company, "made history in the February sweeps" after beating NBC in primetime among adults 18-49. And in July, Univision was measured as the number one network in America for the first time ever.

In the US @Univision aims for the future without sacrificing heritage. Check out their new brand identity! http://t.co/Y3fq8DKt

@WolffOlins

Univision Launches New Brand Identity

Karl Heiselman and Jordan Crane in New York Times

Karl Heiselman and Jordan Crane in New York Times

Wolff Olins CEO Karl Heiselman and creative director Jordan Crane are featured in today’s New York Times story on the wave of Spanish-language media rebrands, including our work with Univision. Read the full story here.