Challenge
Crafting a new brand identity for Showtime that encapsulates the network's essence of delivering premium and edgy content, setting it apart from competitors in the crowded entertainment landscape.
Ensuring the new identity resonates with current audiences while attracting new viewers.
Developing a cohesive brand visual system and philosophy that seamlessly integrates across various platforms and media.
Maintaining the brand's core values and appeal through a significant identity transformation.
Solution
Initiated the rebranding process by defining a clear, compelling brand message that reflects Showtime's commitment to high-quality, provocative content.
Developed core imagery that embodies the brand's edgy character, using visuals that capture the attention and imagination of the target audience.
Created a comprehensive brand visual system that includes color schemes, typography, and design elements aligned with the new brand identity.
Established a brand philosophy that guides the application of these key design elements across all identity-related content, ensuring consistency and coherence.
Launched a multi-year campaign to solidify the core brand identity, prominently featuring Showtime's biggest stars to leverage their influence and connection with the audience.
Maintained consistent messaging throughout the campaign to reinforce the brand's new identity and values.
Brand Positioning • Creative Strategy • Creative Direction • Studio Shoot • Graphic Design• Color • Type Design • Animation • Editorial • Compositing • Toolkits
Produced in partnership with Showtime Creative and many talented creatives including director Norry Niven and director Elaine Cantwell.
Outcome
Successfully repositioned Showtime as a network synonymous with premium, boundary-pushing content, enhancing its image in the competitive entertainment industry.
Increased engagement with both existing and potential viewers through compelling visual storytelling and consistent brand messaging.
Established a strong, unified brand identity that is easily recognizable and adaptable across different mediums and platforms.
Brand Book
