Smithsonian Channel
Brand Identity
In the midst of international growth and a rapidly changing broadcast landscape, Smithsonian Channel partnered with us to reposition its brand as an approachable, smart, culturally relevant entertainment platform—one that would stand out in a TV niche full of loud graphics, conspiracy theories, and “reality nonfiction.”
What does it mean to be a nonfiction content brand in a world that’s grown increasingly short on facts?
Drawing from the legacy and research of the Smithsonian Institution and the knowledge-hungry needs of its primarily Gen X audience, we developed a brand strategy that empowers Smithsonian Channel through curiosity and a refreshing devotion to fact. A content-first visual identity helps the brand communicate its fact-based mentality with punches of excitement and clarity.
We led workshops for marketing and programming departments in New York and Washington, D.C. to train staff on the new strategy and design tools that inform their daily practice. The result is a brand identity that challenges expectations for what a nonfiction entertainment brand can be in the post-truth era.
What does it mean to be a nonfiction content brand in a world that’s grown increasingly short on facts?
Drawing from the legacy and research of the Smithsonian Institution and the knowledge-hungry needs of its primarily Gen X audience, we developed a brand strategy that empowers Smithsonian Channel through curiosity and a refreshing devotion to fact. A content-first visual identity helps the brand communicate its fact-based mentality with punches of excitement and clarity.
We led workshops for marketing and programming departments in New York and Washington, D.C. to train staff on the new strategy and design tools that inform their daily practice. The result is a brand identity that challenges expectations for what a nonfiction entertainment brand can be in the post-truth era.
What does it mean to be a nonfiction content brand in a world that’s grown increasingly short on facts?
Drawing from the legacy and research of the Smithsonian Institution and the knowledge-hungry needs of its primarily Gen X audience, we developed a brand strategy that empowers Smithsonian Channel through curiosity and a refreshing devotion to fact. A content-first visual identity helps the brand communicate its fact-based mentality with punches of excitement and clarity.
We led workshops for marketing and programming departments in New York and Washington, D.C. to train staff on the new strategy and design tools that inform their daily practice. The result is a brand identity that challenges expectations for what a nonfiction entertainment brand can be in the post-truth era.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Betsy Jones, Producer
Daniel Graf, Producer
Fredrik Henttonen, Strategist
Casey Halter, Strategist
Asia Hunt, Strategist
Erin Kilkenny, ACD
Adam Wentworth, Designer
Eli Guillou, Animator
Lizzi Stuart Ignasher, Animator
Crosby Ignasher, Animator
Adam Tanner, Animator
Luke Barker, Animator
Alex Gasowski, Animator
September Raines, Editor
Smithsonian / Paramount
Deena Copeland, VP Marketing
John Leone, Creative Director
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Betsy Jones, Producer
Daniel Graf, Producer
Fredrik Henttonen, Strategist
Casey Halter, Strategist
Asia Hunt, Strategist
Erin Kilkenny, ACD
Adam Wentworth, Designer
Eli Guillou, Animator
Lizzi Stuart Ignasher, Animator
Crosby Ignasher, Animator
Adam Tanner, Animator
Luke Barker, Animator
Alex Gasowski, Animator
September Raines, Editor
Smithsonian / Paramount
Deena Copeland, VP Marketing
John Leone, Creative Director
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Betsy Jones, Producer
Daniel Graf, Producer
Fredrik Henttonen, Strategist
Casey Halter, Strategist
Asia Hunt, Strategist
Erin Kilkenny, ACD
Adam Wentworth, Designer
Eli Guillou, Animator
Lizzi Stuart Ignasher, Animator
Crosby Ignasher, Animator
Adam Tanner, Animator
Luke Barker, Animator
Alex Gasowski, Animator
September Raines, Editor
Smithsonian / Paramount
Deena Copeland, VP Marketing
John Leone, Creative Director