The Ask
Just as the Freeform network was developing new programming, a list of “forward-looking” series like Grown-ish, Cloak and Dagger, and The Bold Type, our studio was asked to collaborate on a new identity system which would reflect the new direction and focus of the network.
The Challenge
We wanted to keep the look clean and simple, but we also needed it to be versatile enough that it could work seamlessly across a large breadth of programming. Overall, the design and animation needed to feel unified, and complimentary to the new Freeform branding.
The Result
Our team built out a system of dynamic animations with three specific emotions to accompany various genres of television. For instance, the animation to be used for a drama is more frenetic and pop-y, comedy is more light and bouncy, and for sci-fi we use more blur and drifting animations, all designed in Adobe Illustrator and given life in After Effects. The ensuing toolkit we created was also built strategically to streamline usage for Freeform’s in-house team.
