Entertainment Weekly’s brand DNA leads to some impactful, branded video franchises
Motion Design
Binge
For a show celebrating recaps, a rebranding solution as simple as pressing play.
Simple works for digital, with the animation centered around a primitive shape—the triangle, a universal icon for “start,” activating the screen in a few ways. As an alpha channel, the shape reveals footage. As a large solid, the shape cues the way “forward.” As a smaller, repeated element that expands from either side of the screen, the shape is a clean transition—almost a commercial break. The full logo itself expands and contracts as if powering on or off, a further extension of how second nature these animations are in everyday life.
Results:
- Post rebranding, a 20% increase in UVs.
Role:
Creative Director, Project Manager
Design Team:
Hannah Song, Kate Ruscher
On Set
Giving visual focus to a series about new shows and up-and-coming talent.
Used as a red circle in a square logo, or placed in a linear fashion, the “taping in progress” LED indicator is at once a quick, recognizable metaphor, anchoring both logo and animation, and a nod to the (almost) all-access pass with the creators and crew that bring stories to life.
Results:
- Based on show draft with executed visuals, series was picked up for first year sponsorship.
Role:
Creative Director, Project Manager
Design Team:
Hannah Song, Kate Ruscher
What to Watch
Meeting the design needs of a show that curates the best pop culture of the day, delivered in (almost) real-time.
To tell compelling stories that span multiple narratives and contexts, a number of creative and technical solves are used. Graphics are placed atop a video layer to quickly draw the eye to the constant stream of information displayed—stacking and scaling to indicate that there is always more to see—while retaining consideration for the focused video layer underneath.
Results:
- Based on show draft with executed visuals, series was monetized upfront via a two season sponsorship.
Role:
Creative Director, Project Manager
Design Team:
Hannah Song, Kate Ruscher
3 Rounds
A show about “cocktails” with the cast gets a tipsy design treatment.
With a directive to be heavily drink-inspired, design elements mix color, type and transparencies, with an off-kilter animation, shaken and stirred. Drink inspired iconography adds a playful touch. It’s all boozy—but light, frothy and non-alcoholic.
Role:
Creative Director, Project Manager
Design Team:
Hannah Song, Scotto Kim, James Fraley
A to Z
What’s the best way to keep viewers watching a talking head series?
With each episode comprised of solo stars or a cast giving a full rundown of answers that span A to Z, the challenge of activating the less dynamic part of footage is met by gamifying the visuals in a clean, contemporary take on game shows themselves, elevating what are essentially captions via a randomizer to provide focus at all times.
Role:
Creative Director, Project Manager
Design Team:
James Fraley
