In late 2014 Foxtel decided to relaunch the channel, complete with changed brand DNA and program offering. Jonathon Lau was the Design Director with help from the super talented Yvette Paxinos.
We developed the concept of the 'lens'. a branding device used throughout all of the bio. rebrand. It is used to focus in on what's important, and represents the station's attention to curating quality content.
We looked back to 1960's and 70's design processes, and became interested in the use of light boxes and cell animation. We wanted to bring elements from this hands-on tangible approach to the rebrand. The authenticity of this process matches the channel's content and brand values.
So we went into the studio with a blackmagic camera and shot hundreds of sheets of transparencies folding, moving, sliding and bending. These live elements were integrated into the rebrand to bring on text, shapes and in transitions.
PromaxBDA ANZ GOLD 2014 | Best On-Air Branding Design [In-House]
PromaxBDA ANZ GOLD 2014 | Best Channel Identity
FOXTEL FACTUAL CHANNELS
CREATIVE DIRECTOR: CARLY HEATON
ART DIRECTION DESIGN: JONATHON LAU & YVETTE PAXINOS