One of the most distinctive and own-able elements of the new brand look is the font. The brand was using the established Nudista. But we wanted the font to play a more active role in digital and social assets, so we took the existing font and sliced out 1/13th of each letter. The result is a completely bespoke brand font, christened Nudista Scar, that is instantly recognisable.

It also has the key attribute of allowing us to lock programme titles into the diamond shaped logo itself, maximising attribution between content titles and the 13th Street brand.

We analysed the shift in the crime genre since the creation of the last 13th Street identity. There was a significant move away from classic crime iconography i.e. guns, knives, body outlines, etc, in favour of more subtle, nuanced imagery. Also in film and book cover art, humans don’t tend to be binary and static, and neither is their criminal behaviour. Crime, and the people who commit it, are multi-faceted and dynamic.

We had to think about how we could land a 13th Street brand moment on an Instagram post, Facebook post, YouTube thumbnail, in that split second before a speedy thumb scrolls past it? The answer is brand imprints: platform-agnostic and instantly-recognisable visual signatures that act as the foundation of a brand’s identity. We wanted our imprints to nod to the tease and the slow unfolding of a story that characterises a good thriller.

As the 13th Street new brand identity was only recently released in February, we do not have any results at this stage.