Challenge

CBS underwent a network-wide brand redesign, requiring affiliate stations to align their digital presence with updated visual guidelines. For CBS 58 (WMLW Milwaukee), the challenge was to transition the website, news and weather apps, and related digital touchpoints to the new CBS brand while preserving local identity and ensuring a seamless experience for existing audiences.

The update also needed to account for multiple brand relationships—integrating the WMLW channel and maintaining visibility for MeTV—without overwhelming the core CBS 58 experience.

Approach

• Collaborated closely with the Milwaukee station’s Art Director, working from updated brand guidelines and wireframes to ensure accurate implementation across platforms.
• Designed and delivered new custom app icons and updated visual assets for both iOS and Android, aligning mobile experiences with the refreshed CBS brand.
• Partnered with development teams on both the website and mobile apps to execute the brand transition smoothly and consistently.
• Integrated the WMLW channel into the updated design system, ensuring brand clarity while maintaining hierarchy across affiliated properties.
• Maintained MeTV brand visibility throughout digital experiences in a way that supported the primary CBS 58 brand without competing for attention.