Gaia is a global video streaming service that's focused on conscious media. In the midst of a name change from GaiamTV, they realized the need for a larger-scale rebranding. They were beginning to solidify who they were, but needed help connect the dots in ways that would create meaningful connections and communicate a cohesive brand message across their unique channel offerings and wide range of complex audiences. It was crucial that they evolved their brand in a way that appealed to a new, much larger audience without losing their core members—the early adopters that had given the brand credibility.

On the surface, Gaia’s three main areas of content can seem disparate, and if we were to allow any one of those content areas take the lead in directing the brand's messaging, we'd risk alienating other key audiences. Our insight was to stop allowing the content define the brand's character; instead, we'd empower the brand's character to define the content.

We developed a refreshed persona, tone, messaging framework and visual vocabulary, all working in concert to create a unified yet flexible brand. This created the ability to effectively connect to Gaia's discerning core members, while also bringing new audiences into fold. And by providing Gaia with a comprehensive and brand book and detailed asset suite, they've been able to consistently articulate their brand through every touch point.

THE TEAM:
Client: GAIA
CMO: Jaymi Bauer
Creative Manager: Alexa Kuppers-Kantor

Agency: Cactus
Partner, CCO: Norm Shearer 
Creative Director: Jeff Strahl
Design Director: Sarah Berkheimer
Copywriter: Andy Bartosch
VP, Account Service: Ainslie Fortune
VP, Strategy: Mike Lee