Troika Design Group has created a brand refresh for HGTV that infuses energy and a new visual style into the network. The look also features environmental scenes in which HGTV's growing list of personalities are introduced to the audience. Troika created an extensive promo toolkit, network IDs, and a library of live-action promo selects of network talent that were styled and shot by Troika. The contemporary 3-dimensional look debuted this summer.
Said Chris Moore, Creative Director, HGTV, "We had great success with Troika creating our last rebrand a few years ago. This time we came back to Troika with two primary goals: To help us convey that HGTV is all about the home lifestyle category and to amp the energy level way up. The look Troika created really pushes us forward and provides our marketing and creative services team with the elements to support this exciting new direction for HGTV."
In the new look, HGTV Talent is surrounded in a sophisticated and colorful environment that is based upon segments of the HGTV logo, including the signature gable roof top. The goal of the shoot was to create scenarios for each of the talent that would convey their unique personalities and points of view.
With a roster that includes actor and environmentalist Ed Begley Jr., interior designer Vern Yip, and host of "Designed to Sell and Design Star," Clive Pearse, HGTV's talent slate is made up of tastemakers from interior design, green living and construction. Under the direction of Director/Designer Reid Thompson, Troika's production arm shot 18 key personalities during a two-day greenscreen shoot at The Source in Hollywood, CA. Shot in 1080i HD to maximize post production usage, the shoot created a library of live action imagery and promotional lines, including the Network campaign line "Start at Home."
Said Mark Bohman, Executive Creative Director & Partner, Troika Design Group, "We are very fortunate to continue our longtime collaboration with HGTV. It is a network that so many people identify with and regularly watch. This time, HGTV asked us to really go for it and that opened many creative opportunities for our team. We had a blast with the HGTV talent and 'amping it up' for one of our favorite networks."
Troika is an award-winning design company known for producing memorable visual brand identities. Based in Hollywood, Troika combines a unique hybrid of skills with a team of more than 25 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns, and show packaging.
Founded in 2001 by industry leaders Dan Pappalardo, Mark Bohman and Chuck Carey, Troika is one of the premier providers of strategic design and creative production for television. The company's approach to design is clever, thoughtful and focused, delivering standout concepts while remaining faithful to a client's brand ideals. Troika has worked closely with top television and cable networks including The CW, FOX, ABC, ESPN, HGTV, E! Entertainment, Animal Planet, Food Network, National Geographic Channel, TV Guide Channel, VH1 and NBC Sports.