In concert with the network’s ongoing research on the comedy viewer and the ever-changing ways they access their comedy, the assignment was to reengage and reaffirm the already-strong Comedy Central brand for a new generation of viewers: Gen Y/Millennials. The objective was to critique every aspect of our brand—in terms of editorial, design, voice and even our workflow—and to use that information to connect on a more personal level with our audience.

We invited six companies and three internal teams to pitch their concepts for this challenge. Although there was a lot of great work presented, we were incredibly inspired by the pitches from The Lab and our internal teams: The Lab for their fresh and challenging perspective on our brand, their design and their strategies, and the internal teams for capturing the heart and soul of our brand, our comedic sensibility and our editorial voice.

Read the full case study with juror comments here: [http://www.aiga.org/justified-2012--case-study--comedy-central-rebrand/]