PBS Independent Lens Brand Refresh & Toolkit_

Independent Lens brand proposal

Pitch Design

The entertainment agency Leroy & Clarkson turned to Kiely Design to help develop the concepts and designs for the Independent Lens brand pitch. Independent Lens was looking for a flexible and modern brand that integrated across all media in a smart and impactful way.

Pitch design samples

PBS Independent Lens rebrand pitch design
PBS Independent Lens rebrand pitch design
Essential Mood Board
PBS Independent Lens rebrand pitch design
PBS Independent Lens rebrand pitch design
Focus Mood Board
PBS Independent Lens rebrand pitch design
PBS Independent Lens rebrand pitch design
Framed Mood Board
PBS Independent Lens rebrand pitch design
PBS Independent Lens rebrand pitch design
Layered Mood Board

Independent Lens brand direction

design

Independent Lens chose to move forward with the layered design motif combined with a progressive color palette. The angle within the logo was utilized as a portal that opened up to a layered world of stories. The brand was blown-out across on-air, social, digital banners, print and a variety of promotional materials.

PBS Independent Lens Style Guide with colors and gradients

Brand style guide

Brand

A detailed and comprehensive style guide was designed to clearly break down each element of the brand. The expanded color palette allowed the brand to match the tone and manner of each documentary.

Bold condensed typography was utilized for impact but also to allow long titles to work effectively across a range of smaller digital assets.

Color

#EE2964
#15BEF0
#F5EB00
#1E293C

Typography

League Gothic Font

Bebas Neue Font
PBS Independent Lens Style Guide with PBS media elements
PBS Independent Lens Branding social media style guide

Digital and social media assets

Promotion

A range of useful templates and elements were developed for use on twitter, facebook, youtube and instagram. Additionally the on-air video components were designed in a modular way so that they worked in a variety of digital formats.

PBS Independent Lens social media design for instagram and facebook

Documentary co-branding

co-branding

An easy to use content forward template was created for the featured documentaries promotion. The Independent Lens brand was integrated into the artwork while still allowing the documentaries original design to shine through. All the associated materials were considered from print ads through to online and tv.

PBS Independent Lens documentary branding
PBS Independent Lens documentary social media template designs

Flexible motion graphics package

Toolkit

The motion graphics toolkit utilized a thoughtful tune in system that worked for traditional HD video assets and also in square social media formats. This unique formatting allowed the team to setup one tune in for multiple deliveries across a range of assets.

A variety of transitions, opens, background beds, lower thirds and credit beds rounded out the on-air motion graphics package.

PBS Independent Lens Branding video motion graphics toolkit

The main titles

Open

One of the key components to the video brand package was the main title open that introduced each documentary. This was an opportunity to showcase the broad range of content that Independent Lens brought viewers and connect it all back to the the Independent Lens logo.