Unobstructed Branding
In March 2020, in response to the global shutdown of live events, AudienceView and TheaterMania launched Unobstructed, a thought leadership platform and podcast that provided live events professionals with expert insights and timely resources during the pandemic.
The Ask
The global shutdown of live events created unprecedented uncertainty for the industry. AudienceView needed a standalone thought leadership brand to support and inform professionals with up-to-date insights on rapidly changing protocols, while also providing a platform for innovation and collaboration.
The Approach
To meet this challenge, I led the creation of Unobstructed as a distinct “shadow brand,” separate from AudienceView and TheaterMania, to ensure neutrality and credibility. Collaborating with a cross-functional team, we designed a user-friendly platform and cohesive visual identity to host podcasts, webinars, and industry reports. The brand emphasized immediate content delivery over recognition, prioritizing value and usability. The platform quickly became an essential resource, engaging the industry with consistent updates, fostering collaboration, and generating valuable leads. Unobstructed positioned AudienceView as a thought leader during a critical time, supporting the live events community through swift, impactful innovation.