Tasked with refreshing USA’s visual identity we created a design system using three motion building blocks—the highlighter, frame, and character sting. The highlighter spotlights content and acts as a way finding device. The Frame crops content for expressive character-driven moments. And, last the Character Sting punctuates each promo, creating expressive character-driven moments. Together, these motion behaviors can play nice or play dirty to fit the tone of any copy or content. The design system acts as a brand dial. It can be turned up—for things such as acquired IP—highlighting USA’s brand palette and typography. Or it can be turned down to showcase the personality of an original show through custom color-ways.