Miss America 2.0:
Rebrand / Integrated Advertising / Web Design / Social / Content / Merch Design
In early 2018, journalist Gretchen Carlson, who ignited the #metoo movement and is a former Miss America winner, took over the leadership of the Miss America Organization. While at VMLY&R, we embarked on a fast and furious epic rebrand and launched Miss America 2.0. 2.0 focused on the accomplishments and disarming intelligence of the women competing. The rebrand included an entirely new visual identity, the historic elimination of the swimsuit competition, a website overhaul, a social content series that debunked Miss America’s “Miss Conceptions,” and the transformation of the ABC broadcast show itself. The rebrand lead to a viral explosion with 7.5 billion earned media impressions, established a new future for the organization and even helped open the door to a new NBC deal and new sponsorship.
GLASS LION FOR CHANGE FINALIST
5 SHORTLISTS
SOLD OUT!
We took the formerly frilly, formerly pink and purple Miss America merchandise and did a 180º redesign. We transformed it into a line of 2.0 badass must-haves that sold out in a record 48 hours.
