Oxygen
Brand Identity
Capitalizing on strong ratings for its weekday “Crime Time” marathons, Oxygen decided to rebrand as a modern true crime channel that would resonate with its predominantly female audience.
We positioned the new brand to lead the “true crime” zeitgeist and become the top destination for investigative crime programming on TV.
With such intense and real subject matter, we felt it was important to emphasize intrigue over sensationalism. Every aspect of Oxygen’s new identity invites viewers to lean in and look closer.
The design system mirrors the complex process of untangling real-life criminal cases, drawing inspiration from newspaper clippings and police reports. Close cropping, negative space, and off-kilter alignments keep viewers on edge and actively engaged. In addition to on-air, digital, and print, we developed the network’s social strategy to help connect content and talent to a broader cultural conversation.
Post-rebrand, the channel experienced a 51% increase in viewership to make it the fastest-growing cable entertainment network.
We positioned the new brand to lead the “true crime” zeitgeist and become the top destination for investigative crime programming on TV.
With such intense and real subject matter, we felt it was important to emphasize intrigue over sensationalism. Every aspect of Oxygen’s new identity invites viewers to lean in and look closer.
The design system mirrors the complex process of untangling real-life criminal cases, drawing inspiration from newspaper clippings and police reports. Close cropping, negative space, and off-kilter alignments keep viewers on edge and actively engaged. In addition to on-air, digital, and print, we developed the network’s social strategy to help connect content and talent to a broader cultural conversation.
Post-rebrand, the channel experienced a 51% increase in viewership to make it the fastest-growing cable entertainment network.
We positioned the new brand to lead the “true crime” zeitgeist and become the top destination for investigative crime programming on TV.
With such intense and real subject matter, we felt it was important to emphasize intrigue over sensationalism. Every aspect of Oxygen’s new identity invites viewers to lean in and look closer.
The design system mirrors the complex process of untangling real-life criminal cases, drawing inspiration from newspaper clippings and police reports. Close cropping, negative space, and off-kilter alignments keep viewers on edge and actively engaged. In addition to on-air, digital, and print, we developed the network’s social strategy to help connect content and talent to a broader cultural conversation.
Post-rebrand, the channel experienced a 51% increase in viewership to make it the fastest-growing cable entertainment network.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Betsy Jones, Producer
Jorge Peschiera, Creative Director
Erin Kilkenny, Art Director
Sarah A. Cohen, Senior Designer
Pat King, Designer
Fionna Mariani, Animator
Olga Povarchuk, Animator
Dave Rogers, Animator
Yussef Cole, Animator
David Margolies, Animator
September Raines, Editor
YouTooCanWoo, Music and Sound Design
NBCUniversal / Oxygen
Nancy Mazzei, SVP Creative & Brand Strategy
Tom Bayer, Head of Creative Production, Marketing
Kaori Sohma, Creative Director Brand Design
Yanik Archer, Creative Director
Jimmy Wentz, Creative Director Multiplatform Design
Christine Elliker, Senior Project Manager
Franklin Zitter, Project Manager
Aubrey Henken, Project Manager
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Betsy Jones, Producer
Jorge Peschiera, Creative Director
Erin Kilkenny, Art Director
Sarah A. Cohen, Senior Designer
Pat King, Designer
Fionna Mariani, Animator
Olga Povarchuk, Animator
Dave Rogers, Animator
Yussef Cole, Animator
David Margolies, Animator
September Raines, Editor
YouTooCanWoo, Music and Sound Design
NBCUniversal / Oxygen
Nancy Mazzei, SVP Creative & Brand Strategy
Tom Bayer, Head of Creative Production, Marketing
Kaori Sohma, Creative Director Brand Design
Yanik Archer, Creative Director
Jimmy Wentz, Creative Director Multiplatform Design
Christine Elliker, Senior Project Manager
Franklin Zitter, Project Manager
Aubrey Henken, Project Manager
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Betsy Jones, Producer
Jorge Peschiera, Creative Director
Erin Kilkenny, Art Director
Sarah A. Cohen, Senior Designer
Pat King, Designer
Fionna Mariani, Animator
Olga Povarchuk, Animator
Dave Rogers, Animator
Yussef Cole, Animator
David Margolies, Animator
September Raines, Editor
YouTooCanWoo, Music and Sound Design
NBCUniversal / Oxygen
Nancy Mazzei, SVP Creative & Brand Strategy
Tom Bayer, Head of Creative Production, Marketing
Kaori Sohma, Creative Director Brand Design
Yanik Archer, Creative Director
Jimmy Wentz, Creative Director Multiplatform Design
Christine Elliker, Senior Project Manager
Franklin Zitter, Project Manager
Aubrey Henken, Project Manager