The Brief

Create a refreshed visual identity that amplifies USA Network’s evolved brand positioning and fosters more emotional connections to fans.

Design System

The motion language is constructed using three 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. 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.

Original + Acquired IP

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.

Created at Trollbäck+Company

Executive Producer: Erica Schrager

Associate Creative Director: Erin Kilkenny

Senior Producer: Lindsey Andon

Senior Designer: Lili Emtiaz (Self), Koda Ko

Animators: Adam Tanner, Alex Gasowski, Mike batista, Kasella Acain