A brand identity redesign is a feat of extraordinary and strategic creativity no matter the scale, but the implications are especially vast when it’s for a brand with the history and ubiquity of a brand like McDonald’s. But design agency Pearlfisher met the challenge with an enthusiasm that is visibly infused into the bright, energetic new look for the fast-food giant.

Discover the magic in the process: The packaging is designed “to communicate joyful moments while being immediate and universal.”

McDonald's OOH Greatness: McDonald's delivered another striking out-of-home campaign, this time touting its delivery services in the UK. The iconic branding allows McDonald's to advertise without even saying its name.

It’s hard to believe, but Adweek’s virtual Challenger Brands summit begins next week, featuring perspectives from the hottest up-and-coming brands, as well as insights from entrepreneurial celebrities including Jennifer Garner, Chance the Rapper, Nicole Richie, Jim Belushi and more. Register to see them live, and check out previews from more challenger brand leaders below:

• Giving back has been ingrained in Bombas' DNA since day one, and continues to be a primary focus for the brand. CMO Kate Huyett explains how the brand is guided by social good.
• After 60 years, Pearle Vision remains a delicate balancing act of luxury retail and healthcare, international chain and local customer service. CMO Doug Zarkin discusses staying nimble during the pandemic and beyond.

Comedies have long been an NBC staple, and now NBCUniversal’s Peacock is delivering a lineup of nine original series in the category—a feature it promised when the streamer first unveiled its plans—with a heavy emphasis on comedy. First up is the Punky Brewster revival, premiering next week, which follows the resurrected Saved by the Bell that debuted last year. Watch the trailer, and learn about the two new comedies created by some familiar names.

Also in TV and Streaming news: WarnerMedia’s newest tentpole is kids and family programming, and the company wants marketers to know it.

Rather than pay publishers for the news content on its service—a requirement under Australia’s proposed media bargaining law—Facebook is opting to cut the country off from viewing and sharing its news articles entirely. Google, on the other hand, has negotiated a deal with Rupert Murdoch’s News Corp., one of the most powerful publishers in Australia. Get the details.

• Gary Vaynerchuk said he intended to add two Black leaders to VaynerMedia’s C-suite by the first quarter of 2021. With the deadline past, Walter Geer asked how it's going.
• Vox Media has a new editor in chief: Swati Sharma, who joins from The Atlantic, where she was a managing editor.
• Discovery Inc. has hired former Hulu exec Patrizio “Pato” Spagnoletto as global chief marketing officer, Discovery direct-to-consumer, to help build out Discovery+.
• Moving from her role as global chief digital officer at MediaCom, Deirdre McGlashan has been hired as chief media officer at MDC Partners.

Briefly:

• Convergent TV: Scripps Sells Triton Digital to iHeartMedia for $230 Million
• Brand Marketing: Nestlé Trims Its Bottled Water Portfolio in $4.3 Billion Deal
• Media: Google Provides ‘Significant Payments’ to News Corp in New Deal
• TV Newser: Conservative Talk Radio Host Rush Limbaugh Dies at Age 70

Resiliency made Issa Rae the person she is. Now, Madewell is challenging everyone to answer the same question with a campaign starring Rae on TikTok and YouTube. Watch a spot from the campaign and learn why it’s important to partner with someone who is known for being “unapologetically herself.”

Beyond four days of insights, inspiration and deep learnings from today's most agile and innovative brands—this year's summit features multiple special networking experiences.

From community experiences ranging from mindfulness sessions with Olympians to family-friendly magic shows and lessons, and beyond to intimate community meet-ups led by Adweek executives— the program is full of ways to make lasting connections from afar and shake off your zoom fatigue. But don't wait, all special sessions are limited capacity and there are only a few spots left—register now and join us next week.

The educational program debuted last year.

How to surprise and delight consumers.

Bruno Cardinali shares why empathy and storytelling are crucial marketing skills.

Ari Paparo, Ben Barokas, JT Batson and Joe Zawadski among supporters of First Party Capital.

Rebecca Minkoff's debut on OnlyFans during New York Fashion Week raises the prospect of subscription marketing.

The reimagined physical spaces include a digital shirt finder.