Brand Refresh Features More than 130 Tool Kit Elements and Three Unique ID Styles
Tapped to refresh the well-established Cooking Channel brand, broadcast design studio Elevation faced an interesting challenge: how do you fix what’s not broken? The answer was a multi-layered approach that centered on the brand’s key unifying strengths while broadening its vision and infusing it all with new energy. Watch highlights here.
“The refresh needed to work alongside Cooking Channel’s current on-air package, but also expand on its clean, pop vibe, keeping the definition of ‘cool’ very contemporary,” explained Elevation Art Director Dianne Frisbee. “We were fortunate to have such a great partner in Cooking Channel, which provided clear direction, an awesome foundation from which to build and the autonomy for us to explore different solutions, ID concepts and color combinations.”
The Elevation team began by expanding on Cooking Channel’s sliding aesthetic. Using a grid design, Senior Designer Leonardo Garcia Franchi was able to divide the screen based on the network’s hero logo position, creating a consistent structure that anchored in the network’s look, while providing new opportunities to move and configure the screen.
Elevation then went to work on the IDs, developing three different styles encompassing logo branding, the network’s “Stay…” campaign and its talent. Inspired by the network’s “For Food People, By Food People” launch message, Elevation wanted to continue to speak the audience’s language, so the team developed an idea using cooking terms as a way to quickly add some insight into the talent’s personalities in three foodie phrases.
“The network really got behind the idea,” added Frisbee. “Cooking Channel is a destination for all food enthusiasts—people who are ‘interested in upping their Food IQ’—and this approach shares that passion… and shows we can have fun, too!”
The pacing and rhythm of the package’s animation was motivated by familiar cooking actions, such as cutting, chopping and peeling, and its sound design incorporated those sounds. The final toolkit comprised more than 130 separate elements including backplates, bugs, closes, endpages, flexis, lower thirds, opens, snipes, stunt and special/marketing packages and transitions, all created in AfterEffects Project for each of six color palettes.
“Elevation was able to keep everything that worked about the Cooking Channel brand identity and simply infuse it with renewed energy,” said Cooking Channel Creative Director Aaron McDannell. “Everything’s changed, and yet nothing’s changed – exactly what we had hoped for in this effort.”
About ELEVATION
Elevation is a design-centric production studio with offices in Atlanta and Buenos Aires. The company’s ambitious team of creative directors, designers, animators, editors and producers bring concepts to life for the broadcast and advertising industries. Concept to post, whether commercials, show opens or network packaging, Elevation collaborates with its clients to create stunning visuals and poignant storytelling. http://thisiselevation.com/
Video Credits
Cooking Channel
Aaron McDannell - Creative Director
Susie Fogelson – SVP Marketing, Creative Services and PR
Peter Risafi – VP Creative Services
Brian Keenan – Art Director, On-Air
Michael Smith – SVP/GM, Cooking Channel
Elevation
Stephen Cocks - Creative Director
Dianne Frisbee - Art Director
Stephanie Carson - Producer
Leonardo Garcia Franchi - Senior Designer and Animator
Andrew Scott - Sound Design
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagรกn Muรฑoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors whoโll highlight this yearโs winners. The conversation will include a discussion about the winning work, including insights... Read More