ABC

2018 Network Rebrand

ABC

2018 Network Rebrand

Branding | Design | Motionography

ABC is Americas Network

Directed by: Bobby Hougham
Design Team: Vince Diga, Eric Edwards
Design and animation team: Eric Edwards, Marcus Kulick, Andy Musser, Sam Rohr
Executive Producer: Sevrin Daniels
Creative Directors: Sevrin Daniels, Bobby Hougham

Network: ABC
VP of Brand and Creative Management: Pash Pashkow
Executive Design Director: Lucas P. Aragon
Senior Design Post Producer: Gilda Reinert

Directed by: Bobby Hougham
Design Team: Vince Diga, Eric Edwards
Design and animation team: Eric Edwards, Marcus Kulick, Andy Musser, Sam Rohr
Executive Producer: Sevrin Daniels
Creative Directors: Sevrin Daniels, Bobby Hougham

Network: ABC
VP of Brand and Creative Management: Pash Pashkow
Executive Design Director: Lucas P. Aragon
Senior Design Post Producer: Gilda Reinert

The Process

The Process

Design and proof of concept

The 2018 network rebrand was nearly a year in the making. We were approached by ABC in the fall of 2017 to develop a brand looks spot showcasing their new tagline and brand direction.

After the brand looks spot was finished, they approached us to see if the look could be extended into a multi-screen environmental presentation for the 2018 Upfronts in NYC. This was to act as a sort of proof of concept, testing the flexibility of the look as well as the viability of the style as a brand. We refined the design to work between ABC as well as Freeform for the presentation, changing brand colors and logos and typography while maintaining the Aperture graphics. We developed a template that altered color and text by ticking checkboxes that applied choices throughout the package and across all 25 screens. At this point we also developed print templates for one sheets, banners and postcards that were then leveraged out for all print considerations.

Production

Once the Upfronts finished and left the stage, ABC began in earnest to start the actual 2018 network rebrand. Even though we had technically been working on this for 7 months by this point, we approached this as though it were a fresh project. We knew what the direction was but we had a bunch of branding related problems to solve, such as how this can flex between genres of programming as well as different formats, daytime versus nighttime, and print and digital extensions, etc. We simplified a lot of the package by reducing the logo colors from 3 to 1 and further reduced supporting graphics to red. The idea being that ABC wanted to only have one look for network specific communications and promotions because they were shifting to focus on programs in promotion and the network brand presence was only being used to support.

The ‘show forward’ approach provided some unique opportunities for network brand integration. We developed a scheme of assets that could be colored to match the primary and secondary colors as well as typography of individual show branding, while leveraging layouts and animations from the network branding. We also developed “uptempo” and “dramatic” toolkits to aid in customizing promo marketing to better suit the subject matter. Our “uptempo” had a fast, snappy animation style with large, bold typography whereas “dramatic” typography was more sophisticated with a wider tracking, and smaller point sizes. The animation is graceful and deliberate emphasizing the genres it is paired with.

Templates and delivery

After all the different assets of the 2018 network rebrand were designed, animated and approved, we created a series of After Effects templates, flexible enough to fit any need, simple enough to accomodate rushed promotional schedules and accommodating for affiliates around the country with a huge range of AE comprehension. In the past we have created brand packages where simple, easy to use interfaces were built for rapid, on the fly customization to be executed without a lot of After Effects knowledge. While impressive, that approach posed challenges in practice for the ABC in-house team as they tended to break a lot of the scripting in order to execute the volume of assets they needed to create. We developed new techniques that allowed the user to duplicate assets without breaking our scripting while keeping the individual projects fast and easy to customize. ABC wanted the 2018 network rebrand to roll out in stages so we prioritize our workflows and delivered specific assets by key dates. Each delivery uploaded directly to their in-house servers for immediate ingest and dissemination.

Pieces and parts

Pieces and parts

Below are just a small sampling of the pieces and parts we designed and animated for the 2018 Network Rebrand package. All deliverables were created in both the Uptempo and Dramatic styles which included nighttime and daytime options (dark grey background and light background) as well as keyable options (over imagery). We also created multiple aspect ratio deliverables for most assets which are used for social media and banners. Additionally we produced a print package that included a toolkit of graphic elements and typography placeholders.

Bumps

Opens

Affiliate options

Closes

Miscellaneous

Endtags

FEATURED WORDS

ABC Is ‘At The Heart of Every Story’

May 5, 2017 by Brief Staff in PromaxBDA Daily Brief

ABC showcases some of its best and most powerful programs—including American Idol, The Bachelor, Scandal, Grey’s Anatomy, Splitting Up Together, Speechless, The Middle and more—in this new image spot for “America’s Network.” Design agency The New Blank also rethought…

These and other social media gems can be found amongst these tasty, tasty channels

These and other social media gems can be found amongst these tasty, tasty channels

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