Current TV rebrand finally emerges

Waaaaaaaaaaaaaaay back in April 2009 Current TV's then Creative Director Jordan Kretchmer set about selecting a global brand agency using Twitter. The brief (outlined in 140 characters) sought a forward thinking, social media savvy brand agency to redesign Current TV's visual identity. The process was played out on Twitter over the following months, but then it all went very quiet.

Fast forward to 2011 and the new visual identity has been launched by Wolff Olins. It seems that for what ever reason the Twitter agency selection plan fell apart and a more traditional selection method was employed. Regardless of what the new identiy has turned out like I think it's a shame the Twitter selection method was dropped. I still think it's a good solution to the way in which agencies are selected. I'd like to see more Brand Teams open up their internal workings to attract like minds.