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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.
Kristen Olsen: Tell us about Troika's Demo Reel. Robert Blatchford: I think it's just to highlight our work, show the outside world, creatives, our peers, clients, what we do, how we do it, what our process is, what we are passionate about. We work in such a ferocity, it's such a fast pace here internally that very rarely do teams even get to see what projects we are working on. So it's nice to not only see our work collaboratively where everyone gets to view it, but to highlight that and show that to our clients. What stuff we are proud of and what we have been working on, what we have been up to.
Kristen Olsen: The demo reel really keeps our clients and our peers up to date with what we have been working on. Robert Blatchford: It's amazing, the response when you post a new reel. There is certain amount of level of excitement that creatives will go and check out other people's reel and see what they are doing and see what they are up to. It's definitely from a very internal perspective; it's nice to see what people are up to and for people to check out what you have been up to too. Kristen Olsen: What's the process in putting the reel together? Robert Blatchford: It's a collaborative effort, everyone usually touches it a bit, whether it's music that we've tracked down in use or where we have our composer create a piece to the work that we pull from the company, which pieces of the work we make decisions on that we want to add to the reel.
So everyone views it, all the creative directors, producers, partners, get a chance to look at it before it gets finalized and gets sent out. So it's a fun part of it, is you get to highlight and kind of show off your work so to speak. All right, enough with us. Let's take at the look the reel, shall we? Kristen Olsen: Let's take a look. (Music plays.)
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