Oxygen is became a crime destination that promises a consistent, yet unique and differentiated, quality experience to fans of the genre. To visually capture the essence of the new channel, Oxygen partnered with Trollbäck+Company to rebrand from logo design to re-skin the entire on-air and off-air look.
Oxygen provided a clear direction with mood boards and references for inspiration to the agency, as we knew what the network needed: Uncluttered the chaos, be editorial, avoid the expected, solve the quality issues with low-resolution images, and production friendly toolkit. During the production, I lead the project by making crucial decisions and giving feedback on the details of hundreds of motion assets on a daily basis. Internally I made many presentations across the network and guided them through with the style guide, ensuring the design and its toolkit worked property and beautifully.
The Oxygen is now recognized explicitly as a crime network, with its new striking visual identity. The channel experienced a 51% increase in viewership to make it the fastest-growing cable entertainment network.
Credits: Off-Air Creative Director : Jimmy Wentz On-Air Promos Creative Director : Yanik Archer Project Manager : Franklin Zitter VP Brand : Nancy Mazzei
Creative Agency : Trollback CD : Jorge Peschiera Designer : Erin Kilkenny Brand Music : You Too Can Woo
OXYGEN BRAND REFRESH
Branding Role: Creative Director Studio: Oxygen Media
The rebrand in 2014 delivered cohesively on a brand that speaks to our millennial female audience. It’s well designed, bold, fun and full of lively color - all of which conveys the spirit of our brand. But with a flat look comes the typical complaints: It’s too simple. Everything is so plain. We run into a limitation... We were a bit too minimal. To refresh the well-established rebrand, we needed to expand on a number of graphic elements and give more personality to enhance the network and boost our appeal. Our refresh focused on subtle brand elements as it should not look like we rebranded again.
“Short bursts of animation mix and match with quiet, systematic moments. Vibrant colors and geometric shapes are balanced by live-action scenes. It’s the perfect harmony of organized chaos, intended to appeal to Oxygen’s demographic of young, multicultural millennial women.” - PromaxBDA Daily Brief
Credits: Off-Air Creative Director : Jimmy Wentz Project Manager : Kate Johnson VP Brand : Nancy Mazzei
Branding Role: Design Director / Designer / Animator Studio: NickMom at Nickelodeon
As a design director, I lead the creative and produced necessary design assets to launch the brand new content, NickMom on Nickelodeon Networks. The responsibilities included day-to-day maintenance of the brand look, creating new promos from ideating to coming up with new design approach by experimenting and expanding the brand but also keep the integrity of the baseline core concept of “mother funny” kids/mother culture.
Credits: Sr. Art Director: Sandy Goijburg VP Creative : Brian Hoffman Writer : Kristin Williams
Photography: D.A. Wagner Branding: Employee Number 1
ADIDAS 60 YEARS OF ORIGINALITY
Event Projection Role: Design Director / Animator Client: Adidas
The assignment was to create 360 degrees seamless, wraparound animation pieces that projected on semi-circle domes, for Adidas' global event "60 years of Originality" party in Shanghai, China.
The original dance choreography was shot in Tokyo, then the footage was edited and composited in New York, to the exclusive music tracks that were produced for this event.
Animation : Kee Koo Audio : Yuuki Ono Creative Direction : Yuri Nakatani Agency : RMM
Teaser & Title Sequence Role: Creative Director / Director / Designer Studio: Oxygen Media
Generated concepts and treatment to launch the promotional campaign and main title sequence for the first transgender model agency reality show.
Credits: VP Brand: Nancy Mazzei Designer / Animator : Natalie To, Laura Lee Editor : Greg Boas Project Manager : Heather Bacci Director / DP : Joseph Labisi Production Co : FrameWork
MOVIES THAT ROCK
Conference Identity + Brand Film Role: Co-Director / Lead designer Studio: VH1
Branding direction for one of VH1's biggest franchise MTR. Designed over 20 posters with original photographs shot in studio, then printed and practically made walls of movie posters on the downtown street in NYC. Shot on 35mm film.
BDA 2002 Gold Winner (Art Direction & Design: Network Franchise – General Entertainment)
Credits: Co Director: Amanda Havey Director of Photography: Scott Galinsky Still Photographer: Michael Wong Design: VH1 On-Air Creative Post Producer: Dave Perry Line producers: Rebecca Ritchie & Rebecca Sher Editor: Louis Marciano Flame artist : Inti Martinez Sound: Scott Pittinsky & Xandy Berry / Compound Executive Producer: Wendell Wooten VP Branding: Phil Delbourgo SVP Creative: Nigel Cox-Hagan
IN ICE COLD BLOOD
Main Title Role: Creative Director Studio: Oxygen Media
Main title design (director's cut) for new series "In Ice Cold Blood" on Oxygen.
Credits: Director/Dedigner : Nathalie De La Gorce Cinematography : Joseph Labisi
VP Brand : Nancy Mazzei Project Manager : Heather Bacci Production Co : Pudding Boy
Music : You Too Can Woo
TRIBECA FILM FESTIVAL
Event Promotion Role: Design Director Studio: Tribeca Film Festival
I was commissioned to create a spot to promote Tribeca Film Festival's original App, sponsored by Bombay Saphire.
Title Sequence Role: Creative Director / Co-Director / Designer Studio: The Lifelong Friendship Society
Total package design for VH1's signature annual franchise event, Divas.
Credits: Co-Director : Jason Jones Production Company : TLFS
Directors of Photography: Florian Stadler Executive Producer: Dan Sormani Line Producer: Stacy Bergstein Post Producer: Bridgette Spalding Production Manager: Emily Gleicher Editor: Brad Turner Telecine: Company 3 NY Colorist: Tom Poole Composer/Mixer/Sound designer: Will Bates Post/Effects: TLFS Animators: Kaori Sohma, Jason Jones, Mark Phillips, Valdimir Nazarov, Ron Winter, Jay Kim, Sal Randazzo, Borja Pena
VH1: VP Creative Director : Amanda Havey Production Producer : Shannon Horan Murphy Illustration : Maximilian Wiedemann
Virtually in Love
Title Sequence Role: Creative Director / Director Studio: Oxygen Media
Main title sequence for a reality show about online relationships. Worked closely with Wax Ltd to come up with an original theme song. Casted a couple who can sing and play guitar to capture the authentic romantic chemistry between them.
”I can’t hardly wait To see your face, to feel your touch I’m yours in every way Now that we are virtually in love”
Credits: VP Brand: Nancy Mazzei Design & Animation: Laura Lee Music : Wax Ltd Song Writer : Alison Walsh