Our solution was a design initiative based around the idea that DreamWorks provides parents and kids quality programming that matters.

We began by researching what had been done on these channels, and what resonated with visitors—not just on DreamWorks’ platforms, but across animation and filmed entertainment. From there, we ideated on different approaches that could service each individual property and future content. We sketched out requirements and guidelines that would allow us to service both film and TV with a focus on the most active and engaging business lines: new shows. Ultimately, we concluded that we needed to create four or five style templates for “types of posts” on each platform and a few different possible iterations for each template. This would allow us to create a unique look and feel for Facebook and Instagram, but also some customization/diversity so our channels wouldn’t feel repetitive to users.

In creating a global look and feel for DreamWorks Animation’s social outlets, we incorporated several design elements into different templates to provide for a diversity of options that all felt coherent.

For instance, in one template, our job was to include the Netflix logo and tune-in direction in a way that it stood out without feeling “different.” Ultimately, we did so by using an anchored “box” outline. Another design incorporated just the show logo to build brand identity. Finally, we used more subtle design elements in other templates that provided brand association, but in a way that wouldn’t inhibit sharing and engagement.

Once the templates were finalized, we built DreamWorks’ brand color palettes that related to each other across properties but also felt natural to each individual one, such as greens and blues for “Croods,” reds and blues for “Peabody & Sherman,” and reds and purples for “Home.”

For the first time since launch, DreamWorks Animation’s social channels had a cohesive look and feel across properties and hundreds of posts, which were shared by its legions of followers; the content felt like it belonged to the same “family.” At the same time, we were able to preserve the diversity of its properties by utilizing customization and tweaks against the individual templates for each TV show or film.

As the revised design rolled out, DreamWorks won more than half a dozen awards for its fresh and cohesive look, including Marcom and AVA Digital Platinum Awards, but more importantly, the animation studio increased its reach and engagement by 30% above pre-design refresh baselines. Consumers independently spoke about how the improved design, and engaged with DreamWorks’ social media streams more frequently.