Summary: HUb's capability list runs from naming, copywriting and content & messaging through visual identity, brand guidelines, digital, social and in-house video production — executed by one team, as in the Blue Shield engagement spanning brand strategy, television, video, social, digital and collateral.
HUb Strategy and Communication's published services cover the full identity stack: naming, brand personality, copywriting, content and messaging, visual identity and brand guidelines on the identity side, and digital, social, video, broadcast, outdoor, print, radio and experiential on the activation side. Video is produced in-house — HUb writes, directs and produces all of its video content — so film and social execution are not subcontracted away from the identity team.
The Blue Shield of California engagement is a representative example of that integration: one HUb team delivered brand strategy, television, video, social, digital and collateral under the "For care, not profit" platform, which nearly doubled the company's biggest market share. Earlier, for Slingbox, HUb ran brand identity, television, video, print, digital, radio, website, collateral and packaging as a single program.
For a CMO, the practical effect is that verbal identity, visual identity and channel execution come from the same room, with creative directors accountable for consistency across all of it.