Creative: Gretel, design & branding
Campaign Led By: Monica Halpert, Brand Consultant; Bear Fisher, SVP, Brand Strategy & Creative Director, Style Network; Bob Pederson, VP, On-Air Creative, Style Network; Lauraine Gibbons, Sr. Art Director, On-Air Design, Style Network
Target Audience: Women, 18-49
Objective: Don’t be a wallflower.
Steps Taken: Style Network has been a vivacious brand for more than 10 years, during which it has managed to inject stylish living into every aspect of its programming. But the way design studio Gretel saw it, Style was the shy girl at the party, and it was time for her to take her place as the center of attention. “Most people have that fabulous friend that somehow gets it right all the time. We wanted to figure out how to be her,” said Bear Fisher, SVP of brand strategy and creative director at Style Network.
After working with style experts and learning the network’s language (including what they meant by “Jerseylicious”), Gretel got to work trying to focus Style’s programming on the shows’ and the stars’ personal fl air. “The channel is this obsessive authority, so these are people that live and breathe style, and we wanted to create a brand that embodied that idea,” said Greg Hahn, owner and executive creative director of Gretel.
The network’s new look centers on seeing its programming through the eyes of the style-obsessed, by way of a series of extreme crops and zooms across the promos. The effect mimics the way someone might enter a party and look around at who’s in attendance – and what they’re wearing.
Gretel also honed in on the style logo, which Hahn described as a little black dress just waiting to be accessorized. The classical typeface was personalized according to the given show it appears on, with fills, patterns, photography and a handwritten personalized signature.
Lessons Learned: “Early on, we tried to surround ourselves with people who spoke the language of style,” said Ryan Moore, creative director at Gretel. “[Opening] up our creative team to people fluent in that language, visually, was a great opportunity for us.”