13th Street, the Channel for Thriller, Horror and Crime was to be rebranded in the spring of 2009. The new positioning – dead sure thrills – should be reflected in every aspect of the channel: programming, content, communication – and on air design. So the brief was to produce a complete On Air Brand package with a strong relation to the brand's core value: dead sure thrills.

In order to achieve this, the on-air design concept is based on two key visuals: The self-illuminated neon-style 13TH STREET logo and an artful image glitch – the interFEARence. The result is a visual identity that is unsettling, intense, recognisable and perfectly on brand. The pale light that emits from the logo immediately casts a suspenseful mood onto the different scenes where “it all happens…” – the brand claim of 13TH STREET.

Audience and platform reactions were incredible enthusiastic.Ratings and market share doubled(!) after the rebranding.Meanwhile also a couple of design awards were achieved (Promax Europe, EBUconnect, Eyes & Ears of Europe)