Hollywood-based agency designs and delivers a dynamic insert and promo system infused with the network’s trademark humor and personality in order to bring consistency to the Cartoon Network global brand.
ATLANTA/LOS ANGELES -- Turner’s Cartoon Network has partnered with Hollywood-based branding and marketing agency Troika to develop a comprehensive style and usage guide that aligns their international markets around the latest evolution of their brand identity, “Dimensional.” Troika articulated an adaptive grid framework that connects to past iterations of their on-air look while accommodating future evolutions. Troika worked closely with the Cartoon Network team to establish rules and more importantly, the rationale behind the design and animation.
As part of the collaboration, Troika designed and delivered a dynamic insert and promo system that provides brand consistency, unexpected storytelling opportunities, and encourages creative freedom. Infused with Cartoon Network’s humor and personality, Troika created a robust interactive usage guide to help educate, inspire, and bring consistency to the Cartoon Network global brand.
Jacob Escobedo, Vice President of Design/Creative commented, “We asked Troika to do the impossible. I’m surprised, actually, that they didn’t throw us out of their office when we dumped all of our design fragments and bits in their lap and asked them to piece it all together into a comprehensible system. They handled the challenge like pros, transforming our on-air packaging into a dynamic and cohesive environment. All of this while feeding us amazing cookies.”
Larry Morris, Creative Director On-Air, continued, “We had a lot of design fundamentals already in place, but we really needed a system that made sense and allowed us to have fun. We basically had a floor full of thousands of video Legos, and we needed a manual for putting them all together. The last thing you are thinking of at the end of the day is ‘Gee, I’d really like to work a one-thousand-piece puzzle right now.’ What Troika allowed us to do was build onto a modular system and grow the Cartoon Design brand towards a unified look.”
Creative Director Seton Kim added, “I’m extremely proud of the work we accomplished with Cartoon Network. Susan, Larry, Jacob, and their entire team are incredibly talented and a pure joy to work with. Not only was it an opportunity to work with a beloved brand, it made me look like a hero to my kids! We look forward to collaborating with Cartoon Network again in the future.”
Cartoon Network’s credits for the work include: Susan Shipsky - Vice President, Production; Jacob Escobedo - Vice President, Design/Creative; Larry Morris - Creative Director, On-Air.
Troika’s credits for the work include: Account Director Amy Palmer, Creative Director Seton Kim, Producer Julia Torchine, Art Director Jeni Wamberg, Designer XinXue Wang and Writer/Strategist Liz Vogtsberger.
Source: Cartoon Network