Crain’s New York Business partnered with Rebrandery to reimagine its brand messaging and develop a compelling, story-driven television commercial that would resonate with a broader, modern audience. As the media landscape evolved, Crain’s recognized the need to transition from a strictly financial identity to one that reflects the full spectrum of today’s dynamic business world.

Working closely with Seth Panman, Rebrandery produced a visually powerful and emotionally intelligent TV spot that conveyed the fast-paced, high-stakes nature of New York’s business environment—while humanizing the narrative through strategic visual storytelling.

Our creative approach introduced a “cold-to-warm” tone shift, starting with the rigid, often impersonal perception of the financial industry and transitioning into an inviting, relatable story about business, innovation, and growth. This concept allowed Crain’s to reframe its identity and connect with entrepreneurs, innovators, and leaders across various industries.

The campaign modernized Crain’s visual identity and helped reposition the brand as a thought leader across the broader business spectrum, not just finance. The TV spot became a central asset in Crain’s multi-channel branding strategy and marked a pivotal moment in its evolution as a media powerhouse.