The Cleaning Lady • Launch Campaign

THE CLEANING LADY is a series that has a clear dramatic voice realized in a slick and stylish way. The pilot provided the design team an amazing head start in understanding the world of the series.

For our key art, we set out to introduce Thony as an empowered female lead, while also establishing the dramatic mood and tone of the series. We achieved this through an arresting image of Elodie with an incredibly powerful gaze and hints of neon colors.

For the design packaging, the team got their hands dirty by shooting practical titles and design elements to package the campaign.

Process

FOX • Brand Evolution

UPDATE:

This project was recognized with a GOLD PROMAX Award in the category of ‘CHANNEL I IMAGE - REBRAND OR REFRESH’ as well as a Clio Entertainment Bronze Award for ‘Network/Series Identity Package’.

In the wake of the historic acquisition of the majority of FOX to Disney, I had the unique opportunity to oversee the evolution of the FOX Network Brand and Design Identity. This effort would be the most extensive brand overhaul for FOX since the network first launched in 1986.

The mission: Evolve from a traditional broadcast network into a entertainment brand.  To look to the organization’s past to reimagine its future and position FOX Entertainment for future success.

I engaged the legendary design and branding studio Trollbäck+Company for the project.  An intensive period of market research, internal interviews and brand strategy exploration was followed by the development of a completely new Design Identity to support all consumer-facing, industry and corporate branding needs.

The project took roughly 11 months to complete and launched in the Fall of 2019.  The project successfully coalesced a new brand strategy around a re-imagined and re-energized Design Identity.  As an internal Creative Director I was proud to establish a robust Design System for the company with strong foundational frameworks but with the flexibility to evolve for years to come. 

Below is a look at the process...

Design & Animation

Design Theme: Deconstruction <-->  Reconstruction

Design Theme: ‘O’ Portal

Animation Tone & Technique

A modern brand needs a modern design vernacular. Knowing that FOX’s programming runs the gamut of genres and content, we set out to build multiple ‘moods’ into the design system.  Each ‘mood’ represents a different design and animation motif that can support any editorial tone we wish to employ.

Navigation

Typically, network packaging is a means to homogenize different programming into a cohesive experience for the viewer.  Going into this process, my belief is that modern audiences engage with characters, stories and experiences - not being sold or marketed to.

Instead of homogeny, Our aim was to highlight, magnify and embrace what is different and unique to our stories.  The Master FOX brand lives alongside the show brand - not overwrite it - and our navigational elements do the same. Whether it’s traveling seamlessly out of a shot - or through a bespoke block of typography - the goal was for navigation and tune-in to always be a neutral layer that guides and informs.

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Marketing & Promotions

The new Brand Identity is being used extensively in consumer-facing materials across all media: Broadcast, Social/Digital platforms, The FOXNOW app and OOH.

Corporate Design Collateral

Below are some examples of the Design system at work across FOX Entertainment’s corporate footprint. 

Studio Ramsay Global • Design Identity & Key Brand Visuals

In 2022 FOX Entertainment partnered with Gordon Ramsay to launch the joint venture STUDIO RAMSAY GLOBAL.  We partnered with Ballast Design to create design identity assets and key visuals to support the brand.  In additional to tradition brand collateral we animated hero production cards for the studio to use in its domestic and international offerings.

Lego Masters • Season 2

 


After launching FOX’s LEGO Masters using mostly CG imagery, we decided to go practical for season 2! 

Our season one CG logo - itself painstakingly created to be accurate to the physical bricks and LEGO building methods - was translated into a practical prop by master LEGO builder Nathan Sawaya.  We then mounted a shoot with in-camera FX cinematographer Chris Webb - capturing motion control, macro, tabletop and slow motion elements to design with.

After further design exploration and internal R&D, we ended up with a suite of campaign visuals that seamlessly blend practical lego photography with CG, typography and talent photography. 

In A/V

Key Art / OOH

 

Process