Tuesday, June 14, 2016

Trollbäck helps Lifetime build its 'fempire'


New York-based agency Trollbäck + Company has created an extensive new graphics package for women-oriented cable channel Lifetime. The package diverges in two directions for Lifetime's two main programming genres, with a filmic look for original drama and a magazine-like look for reality shows.

The new package is part of a "Fempire" promotion to turn Lifetime into a "multiplatform destination to entertain and engage the next generation of feminists". The main graphics feature "glitches" that transition between different content and messages. Trollbäck also created new programme icons based on the main logo and commissioned nice background collages.



Text provided by Trollbäck:
Lifetime has evolved its brand with several new original series, as well as edgier content that is drawing younger viewers. Trollbäck + Company (T+Co) created a new onair look for Lifetime, reflecting the network’s leadership position as the ultimate destination for women’s entertainment. It also serves as a call to action for the “Fempire” initiative, which aims to make Lifetime a 24/7, multiplatform destination to entertain and engage the next generation of feminists: content for women, by women, about women.

DELIVERABLES
T+Co delivered two robust, modular toolkits — one for reality programming and one for Lifetime Original movies. The package provides a dynamic framework for promoting diverse content while unifying it all under the Lifetime brand image. It also puts usergenerated content on a level playing field with show clips and other liveaction material under the Fempire model.

GRAPHICS & ANIMATION
The graphics and animation tastefully take a step back to the content emphasizing empowering images of strong women hitting different corners of the screen to keep viewers inside the promo. Kinetic “glitches” energize the aesthetic and connect the package, revealing and transitioning content, patterns, logos and text. The package is accented by a broad library of patterns, which were custom designed by artist Carly Jo Morgan.

T+Co designed subgenre icons that fit into the Lifetime logo’s circle, each with its own animation style and “glitch.” They also graphically and conceptually experimented with the “me” in Lifetime, as subtly seen in interstitial content, with phrases like “watch me,” “like me,” “follow me,” etc.

PALETTE
T+Co chose fresh, clean and matureleaning colors. Color overlays create the lower thirds and end pages. In the cinematic packages, they signal more premium gradient textures.

TYPEFACE
T+Co used two fonts between the toolkits to keep the flexible package grounded, using different combinations of caps and titlecase to keep it fresh. They also infused the Lifetime logo mark into punctuation and emojis to make a statement about being at the center of the Fempire dialogue.

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Full credits:
Client: Lifetime
SVP Brand Creative: Valerie Albanese
Creative Directors: Lindsay Ross and Karen Griffenhagen
Agency: Trollbäck + Company
Chief Creative Officer: Jakob Trollbäck
Executive Creative Director: Elliott Chaffer
Creative Director: Chace Hartman
Designer: Fionna Mariani
Animators: Fionna Mariani and Paris Glickman
Junior Designer: Jen Chua
Executive Producer / Business Development: Elyse Roth
Executive Producer: Erica Schrager
Senior Producer: Suzie Cimato

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