PBS rebrand audio Identity and original music




At my audio branding agency Expansion Team, I led the music strategy for Eyeball's rebrand of PBS. After a detailed discovery and exploratory process, we developed a new sound logo and recorded an array of new themes. The original music has now been used on air for nearly a decade, including more recently updated arrangements for PBS Kids' Emmy-nominated "What If?" campaign.


Our strategic process with PBS enabled a wonderfully creative composition phase. We produced demos in LA and NYC but to create the distinct sonic palette for the final product I felt it was important to record a large amount of live instruments in a setting that would inspire a more authentic sound. We chose to record in the attic studio of Olivia Tremor Control's Bill Doss (RIP) with players from the Athens, Georgia music scene that included a string quartet, horn section, vibraphone, and an arsenal of toy instruments from Bill's storied collection.