We wanted to be bold, daring, and to change the tone in the room. We sought clarity in our communication while being energetic, poppy and distinct. We have shows with tones as disparate as "Bates Motel" and "Duck Dynasty,” but the bottom line is that they are all bold and fresh. Our new graphics needed to amplify the stories we tell.

We developed new storytelling tools: photographic objects, graphic icons, talent and environmental photography, textures, and 3 original fonts. A&E’s new tagline “Be Original” derived from the objective fact that A&E has 100% original programming and storytelling.

We tested every piece of the "brand puzzle" against nearly all of our shows. If an element felt limiting, if it worked for high-energy shows, but not moodier ones, we overhauled it or got rid of it. What's left is a system that can go from light to dark, fun to dramatic, big and cinematic to quiet and intimate, while remaining entirely cohesive.

Shot over a one-month period, the production of our new identity clocked 10,150 miles traveled, a 256 person production crew, 4.2 TB of footage, 2 countries, and involved 5 different production companies. Our campaign was picked up across several high-level press outlets and other cable brands immediately began to imitate our design characteristics in their own marketing.