FOX Entertainment 2019 Refresh

To help launch the new era of FOX Entertainment, Trollbäck+Company was tasked with creating a bold, fresh visual brand identity. I had the privilege of leading the 2D animation for this project, contributing to the dynamic and impactful design that defined the brand's new direction.

Brand Shapes

The project's AD, Adam Wentworth, reimagined the FOX logo by redrawing it and simplifying it to its core elements. This allowed the team to build a versatile asset library that would inform both the design and animation process.

Motion Language

To establish a consistent motion language, we created a set of universal elements that would serve as the foundation for eight distinct motion styles. We designed this motion language to feel human, responsive, and confident, aligning it with the new tone of voice our team was developing.

The Portal

The portal is used as a device in stings to navigate in and out of content.

The Ticker

The ticker is used to identify tune-in information. It has a weighty slide that can also pull up type.

Physical Objects

One of the ways we unified motion throughout the project was to treat the brand shapes as physical objects. The overlap of these shapes prompts inversion or translucence.

Motion Styles

As part of our on-air delivery, we were tasked with creating eight distinct moods for FOX promos, each featuring its own unique motion style. This encompassed a variety of elements, including bridges, interstitials, and logo stings (in, out, FOXNOW, Streaming, and affiliates), totaling around 120 individual assets.

To establish the core animations, we began by experimenting with how each mood could be represented in its simplest form, using the ticker and dots as foundational elements to explore behavior and movement.

After receiving the design frames, we added portals to the base animation and skinned them to create the sting-outs, which became key references for animating the other elements.

To view the full case study, visit Trollbäck’s case study here.

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