PBS Independent Lens brand refresh and graphic toolkit

Project Goals

Independent Lens was looking for a flexible and modern brand refresh that could be integrated across all it’s promotional materials in a smart and impactful way.

Joseph designed the full design pitch including the winning design concept. He then fleshed out the complete brand package including the show open, promo toolkit, social toolkit, print guidelines and a detailed style guide.

CLIENT:

AGENCY:

Brand direction

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 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.

Style guide

A detailed and comprehensive style guide was designed to clearly break down each element of the brand. The expanded color pallette allowed the brand to match the tone and manner of each documentary. The brand needed to work on its own and with a range of content from the serious to the heart warming.

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

Digital + social media assets

The brand elements where broken down into a range of useful templates and elements to be utilized on twitter, facebook, youtube and instagram. Additionally the on-air video components were developed in a modular way to allowing them to be used on social media with horizontal, vertical and square layouts.

Documentary key art 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 look to shine through. All the associated materials were considered from print ads through to online and tv.