Working in close partnership with A+E Networks, New York, we embarked on a 6 month journey to reinvent the History brand. To develop a potent new brand strategy and comprehensive design language that challenges what the brand is, how it is perceived and to inspire the restless explorer in everyone. There was a need to move on from the History brand of the past, and establish the brand in the present. A relevant, engaged and contemporary brand that has a voice and a presence in the world. And to create strong emotional connections with a broader audience and demonstrate a greater cultural context.
We began with strategic sprints to reshape the brand and take ownership of the super genre through ‘humanity’s defining stories'. Moving beyond just TV content to create a broader definition of History we refined the brand hierarchy, strategic and visual relationships and helped to create thematic strands to frame content across all of their platforms.
Central to the new positioning was giving the brand the permission to have a voice, an opinion on the world. To use the past as a way to define the future, to give context, depth, and understanding. To tell humanity’s defining stories. The idea of – Humanity’s Infinite Storybook – was used to harness that concept, and show that the real world has a tremendous depth of inspiring, momentous, and dramatic human stories (big or small) to draw upon.
This led to a new look and feel. One that is built on timelessness, simplicity and confidence. Copy and tone of voice alongside photographic art direction are at the heart of the new identity. The language is critical in telling immersive stories. We created a series of editorial principles to reframe the language – to move it from navigational to disruptive and revealing. To make language nuanced and expressive. So the new look is very much built of typography and story telling. And this is reflected in a new on-air experience with a change to way the shows are promoted – emphasising character and story over purely high-impact promos and changing the flow of the ad-break junction to feel more engaging and immersive. This new story driven approach is reflected in print, digital and social feeds.
The typeface is Tungsten and used in different weights and dynamic layouts to create a strong editorial look. In motion, it comes to life through movement inspired by the cadence of the spoken word. And in print, digital and advertising to have a much more graphic and modern sensibility. We retained the existing H logo as it has strong brand equity but liberated the brand around it to completely reframe what it stands for.
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