Newscast Studio: Oxygen explores negative space, fragmentation in rebranding
As we reported last week, NBCUniversal’s Oxygen has completely shifted its brand focus and design after thorough research into the crowded cable landscape.
The all-encompassing rebrand, targeting the network as the destination for “true crime,” was crafted with the creative help of Trollbäck+Company, who also worked recently with “The Jim Jefferies Show” and The Weather Channel.
“We asked Trollbäck+Company to conceive an impactful way to hit true crime fans,” said Nancy Mazzei, VP of Brand & Design at Oxygen Media. “By creating a package born from investigative cues meaningful to this genre, such as the use of our crime scene tape in our logo, and using copy to reveal our stories, we feel they delivered a fan-centric campaign that reflects our research and is sure to resonate with our audience.”
“We wanted to make sure that Oxygen was equipped with a comprehensive, cross-platform brand,” said Alex Moulton, chief creative officer at Trollbäck+Company. “To ensure a consistent voice across all touchpoints, we considered every detail of the identity and how it could evolve. A large component of this process was realized in building effective tools to help the Oxygen team develop future creative work.”