Mike Leonard, a thirty-year vet of the Today Show on NBC, approaches storytelling with a trust that is unique in the news media landscape. Mike, and PictureShow, a Chicago-based production company, are working with PBS on a new series.
11hundred was asked to name the show, as well as create a comprehensive identity system.

  • What was done:



Our goals, and the stories we tell, are what we all have in common.

Right: Naming strategy diagram.

  • in-process

Through a collaborative brainstorm process, we were able to identify key concepts that would drive the naming of the show. These concepts also helped us create language to be used in various materials and interactions.

Acknowledging the personal connections Mike’s stories foster while filmmaking, the name of the show needed to be approachable and relatable.

inCommon. With Mike Leonard



11hundred App Design