Branding
Rebrand
Client: History/A+E Networks
Studio: Joyride
THE GOAL.
Rebrand the History International Channel to reflect the interactive experience and position the channel to be home to best in infotainment. A space to make connections that elude the average viewer and make the H2 viewer the smartest guy in the room, with something to add to every subject thanks to their insight on every subject under the sun.
H2 is the place to find MORE 2 HISTORY. With this is the new position line, we needed to support that goal, and craft a brand image that made it feel like you can explore the content.
THE CHALLENGE.
There is huge equity in the History logo. Gold and chiseled, it is iconic – but decidedly not modern. We needed a way to position the network as a modern source of timeless stories. H2 gives a fresh perspective on History.
THE SOLUTION.
It all started with the logo. We paired the classic H with clean modern typography – balancing the old and new. By tilting the logos off angle and weaving them together in a way defies physics, we arrived at a solution that directly implies depth while subtly hinting that “there’s something unexpected here.”
The on air package was inspired by this philosophy. Interactive in design the package transports the viewer from one experience to another – always hinting that there is more to explore.
Exec Producer: Chris Gargani
Creative Director: Aaron King
Art Director: Steve Harper
Head of Prod: Katie Larkin
Lead Designers: Jiyeon Kim
Designers: Marcos Girado
Designer: Matt Naboshek
Lead Animator: Jun Sik Na
Lead Animator 2: Frankie Principe
Animator: Jordan Makow
Animator: Braden Wheeler
Animator: Michael Schaeffer
Animator: Quentin Bellow
Animator: AJ Kolb
Wednesday, February 22nd, 2012 at 4:29 pm
Promo Package
Client: ESPN
Studio: Joyride
ESPN wanted to create a “home court” venue for college basketball, where all of the teams come to compete under ESPN’s roof. To start, we designed a logo lock-up that incorporates the ESPN logo into the “O” of Home Court, which is featured on both the floorboards and the bottom of the jumbo-tron. This logo was then disseminated to the show packaging team to ensure consistency across the channel.
In order to promote every possible match-up in one venue, we created team banners that function as dynamic ensigns over the field of battle. Authentic lighting and details including dust in the air, fabric textures in the flags and a crowd alive with excitement all adds up to make the package a total slam-dunk. If you look really closely, you can even see our staff cheering on the sidelines!
To make the package versatile enough for versioning spots over the course of the season, we made match-ups in a modular fashion with team banners that can be swapped out to feature nightly match ups, projectors that beam highlights onto billowing screens and the jumbo-tron itself comes alive with animations featuring the night of the week and game line-ups. Multiple versions of these shots make for a highly editorial style, easy customization and help keep the ESPN brand ahead of the game.
Creative Director: Aaron King
Art Director: Steve Harper
Producer: Bennett Lieber
Head of Production: Katie Larkin
Designer: Jorge Peschiera
Designer: Adam Levine
Designer: Patrick Arrington
CG Artist: John Magabunda
CG Artist: Michael Schaeffer
CG Artist: AJ Kolb
Composite Artist: Ryan Gotilla
Composite Artist: AJ Kolb
Composite Artist: Rodrigo de la Parra
Composite Artist: Aras Darmawan
Roto: Anna Hieronymous
Music: Brian Aumueller
Sunday, January 22nd, 2012 at 10:40 pm
Rebrand
Client: Lifetime Television/A+E Networks
Studio: Joyride
THE GOAL.
Redesign the brand (and it’s logo) to focus only on the moniker LMN instead of the longer title, Lifetime Movie Network, while creating a seamless experience for the viewer across all programming and promotion. With a strong emphasis on a vertical promotion strategy, the promotions needed to drive viewers seamlessly from movie to movie without distracting from the dramatic content of the features.
Above all the system had to allow for modular elements that can easily be updated without custom elements do that the new network operations can handle the promotion of the channel with minimal effort.
THE CHALLENGE.
A movie channel at heart, the channel needed an image that fit within the A&E family as well as complimenting the main Lifetime channel, while still feeling cinematic – bold and romantic with a distinctly feminine attitude.
THE SOLUTION.
Through line was our conceptual platform that drove the design of custom typography for the logo design and package. Inspired by film traveling trough a projector, all the brand navigation elements emulate the twists and turns found in the plot lines of a Lifetime movie as promo messages animate from message to content and back again.
Exec Producer: Chris Gargani
Creative Director: Aaron King
Art Director: Steven Harper
Head of Production: Katie LarkinLead
Designer: Jiyeon KimDesigner: Nate Howe
Lead Animator: Danny Kamhaji
Animator: Frankie Principe
Animator 2: Ege Soyuer
Animator 3: Adam Levine
Animator 4: Gabriel Tick
Animator 5: Miguel Delcan
Animator 3: Gabriel Tick
Friday, January 20th, 2012 at 4:02 pm
On Air Branding Pitch
Client: HBO
Production Co: Digital Kitchen
We were tasked with developing a new system for HBO’s on air branding. Of course, it also had to be filmic and modular at the same time, so our solution was to adapt the film gate to cinematically frame footage and the HBO logo itself which was locked down into the same position in the middle of the frame. We also sought to make every element a small story telling opportunity. To that end we adapted the ratings cards to tease the card of content warnings with matching flashes of photography… Adult content? How about a flasher? Violence? How about a sucker punch?
The result ties into their online graphic system, creating a seamless branding experience as various elements naturally connect to each other by match cutting to the HBO logo.
This quicktime is a proof of concept to demonstrate how seamless the on air experience can become by laying down a few simple rules and sticking to them. If they had chosen this concept, we would have shot elements for each show to play off of the letterbox.
Sunday, June 27th, 2010 at 8:46 pm
Anniversary Campaign
10th Anniversary, Book of Insights
Client: Citi
Agency: Womenk!nd
THE GOAL.
A collaboration with agency, Womenkind, we developed the brand materials to support the Anniversary campaign promoting Citi’s Women & Co.
Celebrate the success of Citi’s only division dedicated to wealth management for women, while giving the marketing team materials to illuminate the key benefits their service offers women, through all stages of their financial lives.
THE CHALLENGE.
Appeal to successful women in a way that positions Citi’s Women & Co. as a trusted invaluable resource to women of all walks of life looking for guidance managing their assets while fitting into the identity of a multinational corporate brand.
The members are accomplished women in their own right, so marketing to them required a balance between the authority of a major institution and a confidential conversation with a trusted mentor.
THE SOLUTION.
Leveraging the global expertise behind Citi, while providing a more intimate connection with the consumer, we built upon the trusted relationship with Women & Co. We crafted a brand statement and logo mark to highlight the key benefit: “10 Years of Wisdom, Wealth and Women” and this mark became the marquee element across all materials.
Women & Co is a forum for sharing insights both among the members and Citi. To bring that idea to life we used the corporate colors as a banner that weaves from person to person, and from one nugget of information to another. Additionally the red line also becomes a hand drawn element that brings to life the narrative within various documents – with a personal touch. In order to maximize authenticity we added membership dates to each photo in order to emphasize that each member has contributed to each other’s success of the over the last ten years.
THE PROCESS.
We felt that the women of Women & Co. should play a large role in the brand materials and so shot them as well as the Citi management team and wove the images together in a design that highlights the insight each has gleaned form their collaboration over the years. Instead of choosing traditional portrait shots, we emphasized the conversation amongst these women. The result created a forward momentum and the feel of an open conversation amongst all the marketing materials.
THE RESULT.
The result was a unified campaign that included a “Book of Insights” celebrating the first ten years of Women & Co as well as a marketing brochure that highlighted Citi’s history of “firsts” – including being the first major bank to cater to the distinct needs of women. The “Citi Firsts” brochure recently won Platinum at the 2010 MarCom Creative Awards.
Monday, April 26th, 2010 at 11:07 pm
Rebrand Pitch
Client: Disney Kids
Production Co: Loyal Kaspar
Working on rebranding Disney Kid Network, we wanted an approach that emulated the developmental stages that their audience was progressing through as growing 2-6 year olds. The differences at that age are drastic, so we developed a language that spoke to the shared experience of exploring their world through their imaginations. To that end Disney Kids is like a fort made of boxes where anything can happen. Kids can meet their favorite characters and go to the moon with them!
Saturday, April 24th, 2010 at 7:39 pm
“Working Wealth” Brand Mneumonic
Client: Gardner Nelson
Production Co: Pure
Wednesday, January 28th, 2009 at 12:59 am
Brand Mnemonic
Client: The Martin Agency
Production Co: Pure
Tuesday, January 27th, 2009 at 3:04 am
Network ID Launch Campaign
Client: MTV2
Production: Pure
CG: Michael Wharton
BDA Gold WInner
This was the third installment of our series of ID’s for MTV2. Spoofing street culture, created a pair of blinged out “Biggie” birds vying for position as the biggest bird in the hood… or on the hood.
Tuesday, October 28th, 2008 at 2:19 am
Production Card
Client: Primrose Hill Productions
The ending title card for the production company for the CBS hit, “The Mentalist”.
Monday, October 27th, 2008 at 3:17 pm
DVD Packaging
Client: Pure
Production: Zenith Graphics
The design for this DVD package was driven by the need to create a branded system that could live over the course of a few years, while also providing fresh details about new projects as they are completed.
The design solution involved creating an interior case that contains a DVD and individual project cards that can be interchanged freely. The outer sleeve was designed to be changed every season, with an evolving mandala design featuring the Pure logo as its source.
Wednesday, August 27th, 2008 at 4:10 pm
Website Design
Client: Argyle Group
Production Co: Pure
The client needed a branded online presence, that would communicate their “design and build” ethic to a high end clientele. That ethos led us to use construction tools as the navigation device leading the user to artfully composed images of their work. When the cursor moves over the tools in the navigation, overlays reveal natural elements in the outline.
Tuesday, August 26th, 2008 at 9:35 pm
Web Design
Client: Pure
To emphasize Pure’s role in the story making process, this design centers around a timeline formed with interacting film strips. The art of the moving image is brought to life as you draw your mouse across the timeline. Stills jump to life.
Tying in with the artwork on the DVD packaging, we brought the stills to life in flash animations that surprise the user as they move between sections on the site.
Additonal design by Thom Barham (who also designed the Pure logo mark), and by Kenneth Hung.
Tuesday, November 13th, 2007 at 9:20 pm
Hydroclear Brand Menumonic Concept
Client: McCann Erickson/Johnson & Johnson
The introduction of new porous “Hydroclear” technology in contact lenses needed a mnemonic design that would communicate the key benefit while portraying the product in a manner that is light and clean. Our solution was to use a classic water pour onto the lens and reveal how the lens lets the water pass through it creating a light mist. The whole scenario is placed over airy glimmers of light in circles of confusion that match the shape of the lens.
Wednesday, October 24th, 2007 at 1:17 am
Network ID Launch Campaign
Client: MTV2
Production: Pure
Music: Ian Lawrence
3D: Michael Wharton
BDA Gold WInner
The second in our pigeon series of ID’s for MTV2, we created a riff on the old 2 Live Crew music videos made infamous back in the 80′s. Thanks to some awesome animation the hoochie-hens shake their tail feathers for you!
Friday, October 28th, 2005 at 2:17 am
Network ID Launch Campaign
Client: MTV2
Production: Pure
CG: Michael Wharton
BDA Gold WInner
This was the first in a series of ID’s for MTV2. It was inspired by cocktail hour in NYC, where the ladies are pigeons living large.
Friday, October 28th, 2005 at 2:16 am
Promotional
T Shirt & Skateboard Design
Client: Pure
Thursday, October 27th, 2005 at 2:35 pm
Brand Concept
Client: Breedlove Motorcycles
Production Co: Sally Kapsalis, Inc.
A new motorcycle company building production cycles with a V8 engine called for a brand with some muscle. We created the brand centered around the visual metaphor of riding a big wild cat.
Wednesday, October 26th, 2005 at 10:07 pm
Good Shit Promo Card
Client: Pure
Wednesday, October 27th, 2004 at 4:23 pm
Business Cards
Client: Pure
Production: Shore Printing
Introducing a fledgling design studio, these business cards were driven by the provocative brand statement, “Good Shit”.
The cards act as a demonstration on the power of visual communication – meant to show that good design is more than nice art direction. Great design is built on bold ideas. Two seemingly disparate ideas have the potential to make a good idea, a great one. Good Shit.
To achieve this, we made the backs of the cards visual game of contrasting words and images designed to illicit the receiver to ponder a third – bigger story. Bullets are arranged in the shape of a heart. A diamond over a bed of coal. Mother Theresa and Charles Manson? Milk and cookies…
I won’t tell them all – look for yourself! We were delighted when the system was highlighted in Creativity June 2005!
Creative Direction by Aaron King
Design by Aaron King, Tim Barker, Kristie Gerhart, Juan Rosenfeldt, and Paul Wei. Illustration by Kristie Gerhart, Pat King, and Paul Wei.
Wednesday, October 27th, 2004 at 3:43 pm
Type Design and Animation
Client: Club Med
Production: Pure
Sunday, October 26th, 2003 at 11:18 pm
Launch Promo
Client: Paramount Television
Production Co: Sideshow
Sunday, September 28th, 2003 at 1:01 am
