USA NETWORK - 2020 BRANDING
CONTEXT
At the beginning of 2020, the COVID pandemic forced the world to shut-in. Americans were consuming TV like never before, especially well-known established shows with multiple seasons.
OBJECTIVE
To show viewers USA Network was empathetic to the sacrifices people were making to keep each other safe at the same time, create awareness of a change USA’s programming.
The network was now running day-long blocks or “marathons” of a number of our fan-favorite series’, and we needed a campaign that would help viewers feel good about to staying home, binge-watching television and ultimately flattening the curve.
SOLUTION
We created a campaign that played upon the multiple meanings of being "all in." The look and feel was bright, friendly and optimistic, reminding viewers that we were all in this together and USA Network was the destination for making the most of this unusual time.
MY ROLE
As the design lead, I established a new network look inspired by the succinct messaging in social media moments. I built a system of tools and guides to implement the look starting with a new typeface and a new playful color palette. The new look could be used unilaterally to easily and consistently deliver messaging across all platforms.
Additionally, I managed a team of internal designers and external agencies to implement the new look across digital, social media, print and on-air marketing content, creating a full 360º campaign.
USA Network All in Umbrella Spot
USA Network All in production card
USA All In Guide
USA Network All in graphics sizzle
