BREAK IT TO MAKE IT

FOX Entertainment

ART DIRECTION, BRAND DESIGN, MOTION DESIGN

After much of FOX's content became part of Disney, FOX Entertainment wanted to reboot the brand and embrace their risk-taking roots. I worked with the amazing team at Trollbäck+Company who were tasked with creating the new visual system for use across on-air, streaming, digital, social, and print.

We refined every element of the brand; from redrawing the FOX logo to crafting a new tone of voice, all based on the concept "break something to make something". Following that mantra, we broke the logo down into its raw geometric forms, and used them as the starting point of a new visual language. The flexible graphic framework can be skinned to suit 8 moods, each with their own visual aesthetic and motion behavior. We customized the typeface Neue Plak to include the custom portal-like "O" character from the FOX wordmark. Everything was delivered as a set of extensive guidelines and toolkits for use at FOX and its 200 affiliate networks.

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Created while at Trollbäck+Company. Team including: Elliott Chaffer, Adam Wentworth, Betsy Jones, Bo Bishop, Casey Halter, Eli Guillou, Adam Tanner, Luke Barker

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STEVE HASLIP

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