FOX 2013 Rebrand

FOX 2013 Rebrand

FOX 2013 Rebrand

The rebrand, which launched yesterday, marks a “natural evolution of the brand in becoming a bigger TV destination” after the channel achieved “record-breaking audience figures” earlier this year. FX attracted an average weekly reach of 4.07 million viewers, a 0.3 per cent share of the market in the week to 4 November, according to BARB.

What’s with the plus? A robot explains it far better than I could (and admits “the logo has finally caught up with who’ve they’ve always been”). Oh snap.

I’m digging the purple.

Joining me on stage will be a lineup including Reemah Sakaan (Network Marketing Director, ITV), Tony Pipes (Head of Creative, ITV), Simon Michaelides (Marketing Director, UKTV), Kjetil Njoten (Director of Creative, UKTV), Tim Hughes (On-Air Marketing Director, Discovery Networks UK), and Robin Garnett (Creative Director, Discovery Networks UK). The session is produced by the super talented team at BDA Creative.

Oh and if you miss me at the session, catch me at the awards dinner/party where I’ll be holding court.

D8

The brief: Bring a premium identity to the free-to-air French market and differentiate the network from its well-established competitors. Reflect the values of quality, prestige, and being broadly relatable.

In France, channels are legally obligated to run 5 second “publicites” announcing when a commercial break begins and ends. 40+ pubs were developed that feature D8′s larger-than-life logo “building in fantastical ways throughout iconic French landscapes”. The relaunch was led by my friends at LA-based brand consultancy/creative agency Troika.

Viacom/Nickelodeon owned US network TeenNick launched way back in April 2002. Originally known as “The N” (remember that hand logo?), the channel has grown successfully amongst heightened competition within the segment. Earlier this year, a 4-way creative/strategic pitch was held with London creative agency Proud Creative coming out on top.

TeenNick 2012

TeenNick 2012

The brief? Speak to the channel’s key demographic, broadly defined as Millennials, with a skew to female. Despite their ease with technology and multi-media spaces, Millennials are still teenagers, hovering (sometimes) awkwardly somewhere between adult and child.

It was emphasized that they should be characterised as much by their sophistication as their desire for play and fun. This is reflected by two sides of the audience with a modern, clean approach to onscreen graphics balanced by an optimistic energy in the live action spots (which were developed by Jack Laurance from Armoury London).

What we’re left with is a fresh and youthful take on the heartland of the demo, setting the table for the next stage of strategic growth for the channel. Enjoy.

TeenNick 2012

TeenNick 2012

Elementary Main Title

The new Elementary main title, designed by my colleagues over at Prologue in LA (Creative Director Simon Clowes/Executive Producer Kyle Cooper), shows exactly how playful and intricate crafting can help setup the start of wondrous new story.

Sky Living fans are in for a surprising treat when it hits UK television screens later this year.

Elementary Main Title

Elementary Main Title

Elementary Main Title

Happy Saturday morning everyone. Apologies for the deceleration in articles this month but lots of exciting, busy things going on in life. That said, I’ve a real interest in sharing a few more image spots in the roundups. Let’s start with HBO’s most recent spring/summer :90 from my friends at Imaginary Forces & HBO in New York. Hand painted illustrations are used as transitional devices, highlighting their hero characters while taking you on an emotional visual ride that would integrate all their shows.

And as a special treat, click keep reading for the just released new trailer from Showtime for one of my favs this year, Homeland.

4seven (stylised as 4₇), Channel 4′s ambitious new channel, has launched. (Well, nearly two weeks ago already, but hey- work has been as busy as ever). The channel, previously codenamed “Project Shuffle”, broadcasts a repeat of shows from the previous day that have created a critical buzz in newspapers, chatter on social media through Twitter and Facebook, and reaction on the overnight log of comments kept by the broadcaster.

4seven Idents

Channel 4 explains that it was created in response to its viewers saying that with so much choice they sometimes missed the best programmes, despite having PVRs and access to on-demand services. The launch package was developed by Channel 4′s marketing team and in-house agency 4creative working with ManvsMachine.

The on-screen identity uses a distinctive corner wrap concept across the package. This corner approach creates a visual signature style akin to the Channel4 coming together of the logo, where the viewer is always travelling around a corner from left to right. This holds all the elements together creating a set of idents which result in a logic defying scene, reminiscent of M.C Escher. These idents feature a custom camera technique created by ManvsMachine where regular scenes are given an irregular treatment. It was vital the set retained the Channel4 feeling of everyday locations whilst being very much its own channel.

The graphic elements take the brand into three dimensions with a reactive seven which reflects the amount of ‘buzz’ around programming throughout the day. This is combined with a clever touch of a time intelligent OSP where the channel branding gets darker as the day goes on, all graphics adjust as night sets in and the content changes accordingly.

Logo by Magpie Studios, music by Echolab, VFX/Post by MPC.