We had clear direction from the TEGNA team, the new brand needed to have:
Clear, Structured, and Well-Choreographed Information Hierarchy. Although they have a national reach we needed to reflect the local aspect of each individual agency. A future-proofed design. An engaging, entertaining, contemporary, and powerful brand. Also a modular, smart, and efficient toolkit to maximize creative productivity.
We aim to capture the true local spirit of each city across the entire TEGNA network. Using photography, the audience can see their city reflected back at them. The places they know, the places they share with friends from out of town and the places they didn’t even know were on their doorstep. This new identity system reflected this unique brand position and opportunity. It showcases everything ‘local’ represents, the familiar as beauty and the every day as surprising.
Identity systems are leaning toward simplicity. We have to appeal to a whole new generation of viewers. Audiences require unfussy navigation rather than the graphics entertaining or distracting them. There is less emphasis on fanfare and more on content. Identity systems today are simple, clear, focused. Much less decorative. Clear navigation is expected.
Ultimately we need to inform then get out of the way.
LOGOS
The simple singular treatment for all 46 logos anchors the identity, visually tying all 46 stations together as part of one family. The logos needed to work as systems, a logo needs to inform about hashtags, urls, dotcom and mobile icons. The simpler the logo structure the easier this was to do.
The Logo is built to seamlessly integrate into any part of the on-air brand.
Fandom is a relationship sustained by key practices. One specific kind is ‘Creating and Imagining.’ Fans express themselves through a wide array of creative and imaginative acts - ranging from GIFs, memes, and videos to fan art. If we can give the audience the opportunities to participate, to express themselves and to share their perspective we can create a deeper engagement for the brand. Built into the brand are opportunities to create innovative new ways to inform, engage, and connect with the audience.
When it comes to sport in particular inviting the local fans to express themselves creates loyalty and engagment with a medium that mostly keeps the viewer at arms length.
After airing on only 12 markets, the new look out performed the old by 19% in 3 weeks. It also performed better with the female demographic, as well as the younger 25-34 Multicultural and Affluent demographics.
Produced at TROIKA