Sprout is an American TV channel for preschoolers. It was originally launched in partnership with PBS, but is now fully owned by NBCUniversal/Comcast. Recently, Sprout launched a new graphics package, produced by "creativity solutions" company Oishii Creative.
The channel's tagline "Free to grow" is reflected in a bright and positive look, combining live action and animation. The IDs feature everyday situations and objects that have been re-imagined as playful scenarios. Overall, Oishii produced more than 60 different elements, including IDs, bumpers and menus.
From a press release:
"“Sprout and Oishii worked closely together to establish our new brand look and feel, showcasing just how vibrant our audience’s real world can be,” says Jennifer Giddens, VP of Marketing at Sprout. “Together, we brought Sprout’s vision for celebrating real kids and the possibilities that exist through learning by doing, cultivating their curiosity, and finding the extraordinary in the ordinary.”
“We created lifestyle vignettes to creatively capture the real-life wonder and moments that preschoolers experience in the world,” says Ismael Obregon, Co-Founder and Chief Creative Officer of Oishii Creative. “Young children should be encouraged to play, to explore and to grow with unfettered possibility, which we tried to portray authentically in the brand spots.”
Oishii developed the on-air identity around the theme of “finding the extraordinary in the ordinary” by combining everyday objects with live-action, animation and modern design. This visual language reflects how children seamlessly blend reality with imagination. Each branding element was created using found objects and props whimsically reimagined as something different: pillows become campfire marshmallows, while a blade of grass becomes a feather in a fedora.
From the live-action shoots involving hundreds of kids and animals, to the original music and sound design by Unbridled Sound, Oishii scrutinized every production detail to convey a unified network voice in order to speak with Sprout’s niche yet wide-ranging audience of children, parents and caretakers; moreover, to establish a respectful dialogue that would celebrate children, rather than talk down to them.
“Working on this brand refresh for Sprout calls to mind our own philosophy as an agency, which is ‘Dare to Inspire,’” concludes Obregon. “It means that every creative element, every project is an opportunity to inspire someone. We invoked this spirit completely while developing this campaign. In this case, it’s inspiring kids to see their world from a different point of view, and inviting adults to join in on the wonder.”"
Project: Sprout Refresh
VP of Marketing: Jennifer Giddens
Creative Director: Farrel Allen
Manager, Brand Marketing: Bridget Sullivan
Creative Agency & Production Company: Oishii Creative
Executive Creative Director/Director: Ismael Obregon
Executive Producer: Daniel Walkup
Art Director: Laurent Barthelemy
Producers: Asja Tobler and Danielle Hazan
Editor/Animator: Nicholas Nykamp
Editor: Joseph Denk
Assistant Editor: Devin Glass
Graphic Designer: Amanda Trovela
Compositor/Animator: Evan Larimore
Animator: Kevin Tonkin
Illustrator: Yuki Yamada
Cel Animators: Jahmad Rollins, Yasmin Joyner, Jamal Otolorin, Taik Lee, SugarCube
Line Producers: Kevin Barrera, John Lang and Adam Hendricks
Directors of Photography: George Billard and Matt Roe
Copywriters: Anita Olan and Brooks Palmer