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21Boom Flexes Design Muscles

New York-based 21Boom, a design company that provides creative services to networks, production companies and agencies, has delivered the original visual brand for Discovery Communications' newest network, FitTV. The network is the ultimate destination for exercise and fitness programming on TV. To shape up for the launch, FitTV challenged 21Boom with a game plan to deliver results that both reflect the visually exciting and high-energy programming of the network and appeal to men and women who want to look and feel good.

In keeping with the network's "fitness for every person" approach, 21Boom created two invigorating :30 image spots, FITTV EVERY-MAN and FITTV EVERY-WOMAN, using scripts created by FitTV. These pieces depict the lively integration of exercise into every part of life in a humorous tone. FITTV EVERY-WOMAN joyfully does step aerobics while grocery shopping, kickboxes down the street and does jumping jacks in the elevator. FITTV EVERY-MAN purposefully does yoga in a meeting, cycles on a stationary bike in a parking space and jumps on a mini trampoline on a street. For these pieces, which were directed by Christopher Yurkow, 21Boom provided design, animation, management of 35 mm film production, editorial and music creation. These spots are currently running on FitTV and Discovery Network channels. In addition to the image spots, 21Boom delivered exciting network ids and a functional graphic package including bugs, lower thirds, menus, bumps in / bumps out and a promo graphics tool kit.

"Designing an original visual brand for a network launch is the Olympics of our business, in that launches don't come around very often and provide the unique opportunity for creativity and collaboration," said Rose Liebman, 21Boom principal and creative director.

"Soon after 21Boom joined the team, we realized that we had selected a group that would serve as both creative and strategic partners," said Gheri Arnold, creative director for FitTV. "They delivered winning results - above and beyond our expectations - and within a compressed time frame."

21Boom (, led by principals and creative directors Markus Horak and Liebman, came on the scene in 2000 and now delivers all components of visual branding, including image spots, logos, network ids and functional graphic packages to HBO, USA Network, Showtime, VH1, Travel Channel, DIY (Do-It-Yourself Network), HGTV, Lifetime, AMC, among others.

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Rick DeMott
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