CLIENT: FREEFORM (FORMERLY ABC FAMILY)
ROLE(S): ART DIRECTION, ANIMATION
In a fast and furious brand development, our attempts to perfect and systematize seemed to be perpetually at odds with a brand titled "Freeform."We pushed it until it broke.When we picked up the pieces, we realized that this slew of eclectic experimentation had yielded an approach devoid of boundaries.Bright pops of color, broken, deformed and transformed typography, and a never-ending supply of graphic and photographic treatments.With little connective tissue, we had created something so diverse, it had become cohesive in it's sense of exploration.
In a brand world sans-boundaries, we did manage to keep some systems alive, adopting tonal and typographic treatment ranges between groupings of programming, as well as at the top-level of the on-air brand.