The Motion Picture Association, founded in 1922, represents some of the boldest and most creative companies in the world. The MPA wanted to reflect that creativity by moving its digital platforms in a more fresh and innovative direction. In addition to providing full-service digital and creative to assist in the day-to-day management of MPA’s digital platforms, Ghost Note was tasked with updating the look and feel of the brand, and increasing audience engagement to advance the MPA’s ultimate goal of enhancing its member studios’ public perception.

The MPA serves as the advocate of the film and television industry around the world, however it had a variety of digital properties that needed brand consistency both visually and in messaging – all while portraying a more bold and innovative presence that mirrors the industry it represents.

Ghost Note began by conducting stakeholder interviews to deeply understand the key audiences and policy priorities of the organization.

Based on what we heard during the discovery portion, the Ghost Note team provided a refreshed visual style guide — including an evolved color palette, authentic photography style and new graphic elements — that allow for variety and variance to keep audiences engaged and visually interested in the MPA’s content.

Ghost Note also updated the brands digital strategy and playbook to closer align with the organization’s business goals and used a mix of consistent social media campaigns, paid media and community management to increase audience engagement and positive perception of the brand.