When Crackle acquired Redbox, I led the effort to refresh and realign the brand. Although Redbox had extensive research on its customer base, the brand itself had not been actively maintained or evolved in recent years. The redesign was an opportunity to define and refine the brand identity, creating consistency across touchpoints and strengthening how Redbox was represented both internally and in the marketplace. By establishing a clearer framework, we ensured the brand reflected its audience insights while positioning it for long-term relevance and growth.