Gretel

21st Century Fox (GH)

 

21st Century Fox

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A storied legacy

Branding 21CF from top to bottom.

 

As a holding company, 21CF is one of the most prominent media empires in the world. With 20th Century Fox, FX, National Geographic and Hulu amongst its properties, 21CF properties have some of the most recognizable brands in media, but as a brand itself, 21CF had little more than a logo.

Our task was to articulate the 21CF point of view and express it in a way that also unifies their properties under a single umbrella. We took inspiration from the mark itself: the beacon. Our identity illuminates, shining a light on the story behind every story 21CF tells. This can reveal titles, production and more. The result is a robust yet elegant identity with character all its own without stealing the spotlight from the content itself.

 
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Interior Graphics

We were tasked with designing the interior graphics for the new 21st Century Fox headquarters in New York City. Using core brands, specific titles and iconic characters as source material to draw from, we created a series of 43 unique wall murals along with way finding and signage for all three floors.

We wanted to ensure a mix of content sources, compositions and representative brands. Each wall is unique, but each moment is a variation on our core visual language. We want to surprise, intrigue and delight visitors and staff with the diversity in format, content and design. We wanted the identifiers and code signage to feel elevated, subtle and continue the material language of the interior. 

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Gallery wall

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A massive custom built modular display wall was built on site. It houses a rotating gallery of artifacts from 21CF's storied past. This main gallery wall is the central focal point for the 40,000 sf floor plan. Etc.

Additional cases were also built to integrate seamlessly with the storage system used throughout the office. Etc.

 
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Identity

21CF doesn't have a large public facing footprint, so the bulk of the work was on the design of the office environment, which took almost a year. But of course we also redesigned all touchpoints, etc.

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