Rebranding an advertising trailblazer

Working with a C-suite level Brand Council to ensure that the entire organization was represented, Rafkin facilitated brand workshops, strategy sessions, and naming ideations to create the name OUTFRONT Media, with a bold purple logo and identity system, now seen coast to coast on billboards and digital screens from the subways of NYC to the Sunset Strip in Los Angeles.

Rafkin partnered with OUTFRONT Media’s CMO to develop the full value proposition and marketing campaign to roll the brand out, which included roadshows, a Times Square takeover, and a New York Stock Exchange listing celebration. OUTFRONT Media remains the #1 thought leader and operator in the OOH industry, supported by a brand identity that helps keep the organization out in front.

Lee Rafkin is one of our industry’s leading brand consultants. When CBS Corporation spun off its outdoor advertising business in the United States, Lee was hired to create a new name and brand for our company. Working with our leadership team, Lee created the perfect name, a dynamic new logo, and a smart brand strategy to position us as a forward-looking leader that always strives to be out in front. Lee rolled out the new OUTFRONT brand throughout our organization and partnered with our CMO to launch OUT to the world, from Times Square to the New York Stock Exchange. As a member of the OAAA Board of Directors, I’ve continued to work with Lee and have admired his work. Lee is smart, capable, and highly respected. I would recommend him highly.

Jeremy Male

Chief Executive Officer, OUTFRONT Media