Tuesday, 9 January 2007 | Levent OZLER
Spark Fires Up Red-Hot Season for ABC
Los Angeles based creative group spark has added ABC to its extensive roster of clients. The network, in preparation for the return of such heavyweight television series as "Grey's Anatomy" and "Desperate Housewives" in the 06/07 season, turned to spark to take its branding strategy to the next level.
spark's comprehensive package for the network launched on-air with the premiere of its fall lineup. The creative group, founded by Elaine Cantwell, was commissioned to find the balance between boosting the identity of the network and promoting its content in a way that kept both tightly aligned and clearly identifiable.
"ABC has a really successful lineup of shows with returning hits "Grey's Anatomy" and "Desperate Housewives" and new additions this season "Ugly Betty" and "Brothers & Sisters," said Cantwell. "Our goal was to make a clear connection between the programming and ABC without overwhelming viewers with the network identity."
spark's solution allowed each part of the ABC identity -from Primetime to Daytime, News and Affiliates-to embrace the personality of its content while still saying ABC loud and clear. The campaign focused on content first, literally enveloping it inside the ABC identity using elements that are flexible and customizable to the look of each show. The result is a package that puts content in the hero position and endorses it clearly with the network brand.
spark developed an extensive toolkit that included network IDs, bumpers, promo packaging, navigational packaging and logo bugs with the goal of transitioning viewers from the show to the network and back again in a seamless manner.
"We were not seeking to reinvent the wheel, but wanted to take our on-air philosophy to the next level," said Corky Cholakian, ABC's Vice President of On-Air Graphics. "The package spark created for us formed a tighter connection between the content and the network and enhanced the overall viewer experience."
"As ABC has continued to build on its success, we sought out a company that understood our needs, as well as the needs of our audience," said Lucas Aragon, ABC's Design Director for On-Air Promos. "Working with spark brought a fresh perspective that truly helped us evolve the brand.
Software used includes: Adobe Photoshop, Adobe Illustrator, Quicktime Pro, AfterEffects 6.5, Lightwave 8.5 and Fusion 5.
spark
Committed to harnessing the creative spark through emotive and thought provoking brand communication, spark blends unique vision, effective strategy and innovation together in the development of creative solutions for media clients. Raising the creative bar of the broadcast design industry, spark is giving birth to a broad range of groundbreaking, award-winning identity packages.
spark: http://www.dexigner.com/directory/detail/7356/
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