Sometimes - all you need is a hook.
Forgive me if this is an older campaign, I just stumbled across it.
KING 5 has developed a fun hook for their weather coverage. When its bad out - the yellow jackets come out. Simple. Something for people to remember.
And in a world of "my doppler is bigger than your doppler"/"every station seems to be about the same"... I love the simplicity of a bright rain jacket giving viewers something to latch on to. And perfect for Seattle!
Here are a few examples:
The signature color and the jackets are also found in their otherwise B&W image campaign from a year or two ago: