USA NETWORK REBRAND

CONTEXT

Viewers’ interests have shifted to more dramatic content and USA Network needed to refresh its decade old quirky, upbeat persona of “Characters Welcome.”

OBJECTIVE

We set-out to establish USA Network as a modern, edgier version of itself, without alienating loyal fans.

SOLUTION

We adopted a new tagline “We The Bold” to tie into the Network’s new, progressive programming, while maintaining an accessible and inclusive identity for existing viewers. We established a simple graphically clear and edgy device that allows the network and each show to have independent identities. The system uses the logo lock-up with it’s parallel lines to create a stage for the most important messaging to live.

MY ROLE

As Creative Director, I co-managed the conception of the new tagline and then led external agencies and internal, cross-department team members to create the new design system for usanetwork.com, broadcast television programming, social media, print and interactive displays.