Start learning with our library of video tutorials taught by experts. Get started

Creative Inspirations: Troika Design Group, Design and Branding Agency
Illustration by John Hersey

Projects: Starz


From:

Creative Inspirations: Troika Design Group, Design and Branding Agency

with Troika Design Group

Video: Projects: Starz

Reid Thompson: Our projects are getting bigger and bigger and the last year's Starz project is a good example of how we are using, besides just our designs skills, we are working with companies to establish their brand identities really through the strategy, working with the changing strategies of the company, and Starz was a yearlong project almost, that when we started out, it really was about coming up with this sort of brand themes and the idea was that Starz sort of was a delivery network for movies, and we wanted to make it much more of an emotional brand and connect with the audience and all those feelings that you get from a movie, we wanted people do attach to the Starz brand.

Watch this entire course now—plus get access to every course in the library. Each course includes high-quality videos taught by expert instructors.

Become a member
please wait ...
Creative Inspirations: Troika Design Group, Design and Branding Agency
1h 21m Appropriate for all Dec 18, 2008

Viewers: in countries Watching now:

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.

Subjects:
Design Creative Inspirations Documentaries
Author:
Troika Design Group

Projects: Starz

Reid Thompson: Our projects are getting bigger and bigger and the last year's Starz project is a good example of how we are using, besides just our designs skills, we are working with companies to establish their brand identities really through the strategy, working with the changing strategies of the company, and Starz was a yearlong project almost, that when we started out, it really was about coming up with this sort of brand themes and the idea was that Starz sort of was a delivery network for movies, and we wanted to make it much more of an emotional brand and connect with the audience and all those feelings that you get from a movie, we wanted people do attach to the Starz brand.

What we do differently than just writing things up in a doc is we think about things visually. So early on, Heather and I worked on different mood-boards and conceptual mood-boards that helped to really focus on the process and to get to something more concrete pretty quickly. We've focus grouped them and it was funny. We had some things that were kind of specific about movies, and there were other things that were more about the fan of a movie and then this one direction was very emotional and it actually didn't have a lot of concrete things into it. It was light and beauty and kind of mystery and people related much more to that when they didn't know what they were looking at, and it was kind of fun. Like, oh! Yeah, I don't know what that is, but I like it. It feels good and I think sort of -- making people feel something and relate to your brand on a kind of emotional level. We knew that was kind of right direction to take.

So that was sort of the first six months of the project and then once we established this direction and look, it was really based on a new logo that they were establishing and we worked with Starz and another design agency to just kind of refocus the logo and actually embed the Starz light into the logo. So there is new Starz logo that's much simpler to use in a lot of different mediums. The light is built into the logo. So that light theme and the emotion of kind of movie light, and what light, the beauty that light brings to everyday became our theme. That was probably last year around this time that we started trying the theme and playing it in a lot of different ways. Heather and I-- kind of light's kind of amorphous. There is not a lot of graphic framework there. So we tried to make it unique.

Heather Kim: Yeah. How to make light as a graphic motif because basically when you are making a package, you can't make it about just light because light is not necessarily unique or own-able by one package. So we came up with kind of hexagons and these graphic motifs that represented forms of light, that you would see hexagons and lens flares and rays of light and stuff like that, and arrays of dots or kind of swooshes of arcs and try to include a lot of that.

Reid Thompson: And establish- and sort of establish the uniqueness of the Starz light. So it was about natural light, it wasn't manufactured, and so it was Reid Thompson: looking to the sun, flares.. Heather Kim: Not a synthetic light. Reid Thompson: And a complex mix, so that it was really beautiful. Heather Kim: But it was all based of this writing that we had done and you had a word like shine which was basically the guiding light of everything. Reid Thompson: The word shine just, it was inspirational. It was this idea of this beauty of life that is an important part, so in that regard it's been a success.

I think the logo is a big success because it's much easier to use, you just need one element for it, and yeah, it's alive. (Music plays.)

There are currently no FAQs about Creative Inspirations: Troika Design Group, Design and Branding Agency.

 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.
Upgrade now


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

join now Upgrade now

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Creative Inspirations: Troika Design Group, Design and Branding Agency.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Notes cannot be added for locked videos.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.