Joseph Kiely

Art Direction + Graphic Design

PBS Independent Lens brand refresh & show open

Project Goals

Independent Lens needed a flexible, modern brand refresh that could work across all promotional materials.

Joseph designed the winning concept and delivered the complete package including the show open, promo toolkit, social guidelines, print, and a detailed style guide.

Client:

Agency:

Leeroy and Clarkson Logo
PBS Independent Lens Branding open design
PBS Independent Lens Branding open design
PBS Independent Lens Branding open design
PBS Independent Lens Branding open design
PBS Independent Lens Style Guide with colors and gradients

Style guide

A detailed style guide breaking down each brand element. The expanded color palette matched the tone of each documentary, from serious to heartwarming. Bold condensed typography delivered impact while keeping longer titles legible across smaller digital formats.

#EE2964

#15BEF0

#F5EB00

#1E293C

League Gothic Font

Bebas Neue Font
PBS Independent Lens brand guide book
PBS Independent Lens Branding social media style guide
PBS Independent Lens Style Guide with PBS media elements
PBS Independent Lens social media design for instagram and facebook

Co-Branding + Digital

Brand elements were built into templates for Twitter, Facebook, YouTube, and Instagram in horizontal, vertical, and square formats. A content-forward co-branding template integrated the Independent Lens brand into each documentary’s existing artwork without overpowering it, covering print, online, and TV.

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

Motion toolkit

A tune-in system built to work across traditional HD and square social formats from a single setup. Transitions, opens, background beds, lower thirds, and credit beds completed the on-air package.

PBS Independent Lens Branding video motion graphics toolkit
PBS Independent Lens Branding end page design
PBS Independent Lens Branding lower third design
PBS Independent Lens Branding
PBS Independent Lens Branding graphics package design

Show open

The main title open introduced each documentary while showcasing the breadth of Independent Lens content, tying it all back to the brand logo.

PBS Independent Lens Branding open design
PBS Independent Lens Branding open design
PBS Independent Lens Branding main title design
PBS Independent Lens Branding main title design

Edit and Animation by: Leroy & Clarkson

Joseph Kiely

Art Direction + Graphic Design

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