The design and film community has taken notice: the campaign is a Bronze winner at the Art Director’s Club 91st Annual Awards; an Official Selection at the 2012 International Motion Festival; and also was recently selected for the Behance gallery.
Greg elaborates from concept to choices (excerpted from his website):
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The rebranding was intended to strengthen 7TV’s new image as a do-it yourself channel. One that promotes health, education, and general knowledge about how to better yourself.
The minimal look was chosen to evoke a certain zen and meditative state of mind, playing on the ambiguity of full versus empty spaces.
It also allowed us to derive the branding into various moods, depending on the channel`s topics (Travel, Construction / Renovation, Cinema, Changing Yourself, Relationships), giving the Identity a changing character, color and feel.
The concept was to highlight all that through an organized and smart assembly: you can improve your life, making all the pieces of the puzzle fit perfectly together.
To emphasize an honest and human approach, all on-screen elements were made and animated by hand. (using Dragonframe)
– Greg Barth
Very stylish.
Make sure to also check the stream of design-consciousness behind the scenes:
click here for credits and other projects by the team.