As audiences shifted from television to digital and social platforms, Comedy Central faced declining ratings and a growing attribution problem: its content traveled widely, but the brand rarely received credit.

Design became the strategic lead. Drawing on emerging digital behaviors and visual culture, we reimagined every expression of Comedy Central—from its voice and identity to its experiences and logo.

The result was a flexible, platform-native system centered on the CC mark: a bold seal of approval that made every piece of content instantly recognizable. More than a rebrand, it was a design-led strategy that restored attribution, strengthened recognition, and unified Comedy Central across a fragmented media landscape.