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Style Network Rebrand

Style has been on the air for over ten years and though they’ve enjoyed some success building an aspirational, upbeat network that viewers trust, the brand wasn’t reflecting their full potential. They were looking to make a big splash, and to craft an image that truly lived up to the promise in their name. We really wanted to capitalize on this opportunity to give Style a look, energy, and point of view that would help them stake their claim in the category.

We took our initial inspiration from something in the original brief: seeing the world through a 'style-filter' and we channeled it into the idea of illustrating how a style-obsessed mind works. How do über-style-fans see the world? They’re constantly searching, marking, clipping, pinning, liking, blogging, comparing, shopping. They’re looking at your shoes, watch and wondering where you got that shirt. We tried to visualize that process and illustrate that mindset.

The logo itself is an example of this idea in action, it can easily be dressed up or down without losing its core identity. It can feel sophisticated and subtle or brash and bold. It's just one part of our toolkit that strikes the necessary balance between a loose, expressive design and the structured, defined brand package any network requires.

Credits
Client: Style Network
Design + Animation: Gretel
Typefaces: ITC Caslon 224, Centrale, Flama Condensed