The choice

With the rapid expansion of digital news platforms, MSNBC launched The Choice, a daily streaming channel on Peacock, ahead of the 2020 U.S. Presidential Election. Given only three weeks to develop the channel’s visual identity, our team executed a fast-paced design exploration, ultimately crafting a color frame concept within a blank space.

This modular design system established a distinctive yet flexible branding language that created a visual thread across three initial shows, while allowing room for future expansion. The result was a clean, dynamic, and scalable identity that aligned with MSNBC’s journalistic integrity and Peacock’s modern streaming ecosystem.