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Ever wonder who's behind those cool identity graphics on broadcast and cable TV networks? Come take a peek behind the scenes at Troika Design Group, the leading firm for branding television networks. The members of the exceptionally creative team at Troika explain how they go about creating unique and dynamic on-air brand identities for some of the biggest networks in the world, including ABC, FOX, Oxygen, and ESPN. They show how the company organizes projects, develops its team members, and nurtures a highly collaborative and creative environment. Troika's employees show their creative solutions and tell the stories behind the work. The company begins with a deep understanding of the client's needs, and develops solutions that may include live action elements and a whole range of graphic animation techniques. This installment of Creative Inspirations takes viewers to the very epicenter of TV network branding.
Heather Kim: So this is one of the bookshelves in our design room. Mostly Juon and I share the space, this guy sitting next to me. But when I first got this bookshelf, I was like, okay. It has to be elegant and sleek and really tidied up and so I got this minimal expression of what I thought it could be a cool object. It was a Manzanita branch and this is the only thing on this bookshelf when I first got it but then since then it's gotten to this state.
So of course we have our Pantone books and our fans and the colors we pick out and never return to the book and then we have a lot of font books because we do a lot of logos here and type explorations, so it's good to have an idea of the typography trends and things going on out there as well. And then we have photography books because we do a lot of talent/imagery research and then a lot of just kind of animation reference.
Here is the good thing. I was just talking about Oxygen a while back but in this binder is a collection of all the stuff that we had up. We actually pull them down but collect them in the binder because we don't want to throw away stuff because or when we have new client pitches, we are always referring back to previous pitches that we have. So we would like to keep them on hand just in case somebody needs to reference back to it. This is my Painter box, I love it. It's just so cool to have software come in this kind of form. It's been this way forever I had the Painter program.
And then we have toys for our dogs. We have dogs hanging around here all the time and masking tape for shoots. Basically that's it, so it's just very messy. Reid Thompson: Establishing brand identities have a lot of -- you need a lot of different types of inspiration. My office seems to just fill up with all sorts of different books and objects through the years especially because each of the identities needs to be unique and so one time I might be thinking about what young women want to buy shopping but other times I might be getting into baseball or basketball and figuring out what's at the soul of an athlete.
So my bookshelf tends to fill up with a lot of different types of -- different types of books and themes and posters and magazines but at the whole of it, I love sort of the foundations of graphic design, Paul Rand, and looking at sort of great typography and logo design. My house at home is filled with even more. And then this area I have kind of built just as my day-to-day inspiration, some great typography, poster art. I like these guys that have been kind of printing on old maps. Anything I kind of find and I want to have up around and see every one -- see every day just to inspire me.
There is some writing from Francis Ford Coppola about film making, it's just -- I might not catch it every day but some day when I am talking on the phone, it might remind me of something I need to learn or want to go in deeper to.
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