TLC, Discovery Communications
ROLE: Junior Art Director - Art directed and managed the TLC Integrated & Ad Sales Marketing rebrand.
TLC's brand was identifiable by its deep red logo; its vibrant color was recognizable to audiences all over the world. In 2013, TLC began to go through a brand refresh, to bring a lighter feeling to the network in an effort to connect to the evolving audience. (Disclaimer: I did not brand the TLC logo. The logos displayed are for reference.)
While the on-air branding changed, it remained predominately red. With the guidance of TLC's Integrated Ad Sales and Marketing Vice President, our team gave TLC a brighter color palette to appeal to sponsorship opportunities. The strategy was to change the color palette for all B2B facing collateral, so that TLC's colors would lend themselves better to potential collaborations. The network's deep red didn't resonate with all of TLC's programming, such as Say Yes To The Dress and Little Couple, and this made it harder to pitch clients on sponsorship opportunities.
By developing a wider range of colors, we were able to tap into the various shows that TLC aired. This allowed us to be more creative in our pitch decks, which lightened the mood during sales meetings, and at times helped seal the deal.
The new color palette:
By incorporating the new TLC blue in this Angry Birds pitch, we were able to create a lighter feel that worked well with both the TLC brand and Angry Birds. The presentation was so successful, TLC won the pitch.
We recreated the pitch decks to incorporate the new color palette, reserving the TLC red for just the logo. We also referenced the on-air text treatment for our new pitch decks. The result was a more polished, broadcast-oriented look.