CNN International (CNNi) wanted to herald its expanded investment in worldwide coverage with a refreshed identity package.

And, for the first time since 2001, change its tagline.

They asked Tooth+Nail to develop a tag that spoke to a diverse, transparent, and evolving network. “Our viewers go beyond borders every day, seeking out intelligent newsgathering on multiple platforms … we needed a tagline to speak directly to their aspirations.”

solution

T+N explored a broad spectrum of concepts. Then we presented ideas in our trademark  visioning workshop. With stakeholders from all over the globe, online and on speaker phone, Tooth+Nail guided CNN management in selecting and honing the winner.

As CNN says, “Go Beyond Borders” is an articulation of CNN International’s shared values and commitment to delivering intelligent news in a connected world.

Turns out the tagline is not only  a marketing message, but also a content filter. Every day CNNI’s news coverage promises to go beyond the expected.