AMC Networks recently tapped strategic design agency Trollbäck + Company (T+Co) to create a branding package for YEAH! TV – a new interactive streaming movie service. YEAH! lets fans watch their favorite cult classic films, along with interactive elements, like behind-the-scenes factoids, exclusive interviews, real-time quizzes and polls. YEAH! launched at SXSW Interactive 2013 in March.
“Trollback + Company was the first and only choice of agency to design YEAH!’s brand identity and user interface,” said Lisa Judson, YEAH!’s general manager. “Their work is consistently intelligent, sophisticated and cutting edge.”
Led by executive creative director Jakob Trollbäck and art director Kelli Miller, T+Co created 15 distinct promo trailers introducing the first wave of rentals now available in “YEAH! Definition,” which incorporates interactive elements. T+Co also redesigned the website and produced a design style guide for the overall brand.
Each promo revolves around featured titles, including Blade Runner, Child’s Play, Clerks, Pulp Fiction, Scream, Terminator and The Exorcist. T+Co spliced dynamic motion graphics into iconic film scenes to give users a run-down of the interactive features of the movie platform.
For the trailers, T+Co created several animated 2D treatments of the YEAH! logo: a modern geometric comment box encompassing the network’s name. The design elements for the package as a whole needed to feel contemporary and bold, and dialed in to pop culture. They also had to tie in with the web graphics.
“The films and the interactive features are engaging in and of themselves, so we created designs and animations with a cross-platform brand fluency in mind to subtly highlight the network’s edgy brand language and features, from catchy slogans, to polls and trivia,” explained Trollbäck.
“This was an exciting challenge that allowed us to really re-think the way content is delivered online and how that relates to an overarching brand strategy,” said Miller. “AMC Networks’ had a great concept and vision for YEAH! All we had to do was bring it to life.”