OXYGEN — NETWORK REBRAND

Studio:
Tröllback + Co.

Contribution:
Creative Direction

Job Title:
Creative Director

1/3

Riding the
crime wave

The dramatic shift from a pop-culture network for younger women to a true-crime destination for a broader audience was guided by extensive audience research and careful strategy.

As Creative Director, I helped translate that strategy into a cohesive, multi-platform branding concept. I then assembled and led a talented team of designers, animators, and composers who brought the audio and visuals to life. I instantly knew that Erin Kilkenny would be perfect for the project. It wouldn’t have been the same without her outstanding designs and art direction on the project.

"The on-air look fully pays off on the transformation of the channel to a crime theme, with a more consumer-friendly SE7EN-esque vibe in visuals and sound combining fast, moody cuts with tension-building score."

— Brand New/Under Consideration

2/3

Gritty yet clean

The new Oxygen brand embraces the fragmented, distorted, and deeply psychological nature of criminal investigation, while retaining clarity and consistency across all media. We delivered a streamlined graphic toolkit and comprehensive styleguide that let the network rapidly deploy the new look and feel across all consumer touchpoints.

Oxygen’s strategy and our design efforts paid off: the brand pivot resonated with audiences and the network subsequently experienced a 51% increase in viewership.

3/3

Soundscape

One of my favorite aspects of the project was collaborating with the brilliant David Perlick-Molinari to craft the new sonic identity.

The brief I sent him called for a fragmented, collage-like approach that blended snippets of voice messages, 911 calls, door locks, camera clicks, and tape machines with music inspired by albums such as Lusine’s Arterial and Holy Other’s With U. David instantly locked onto my pitch and proceeded to crush it way out of the park, pretty much on the first swing.