ABC Debuts Brand Refresh Ahead of 2016-17 TV season

by Paige Albiniak  |  09.25.2016

Just in time for the fall TV season, ABC worked with creative agency Troika to refresh ABC’s brand, debuting a new image spot during the Primetime Emmys on Sept. 18.

ABC and Troika started working on the rebrand in advance of this year’s upfront presentations in New York. Troika took ABC’s visual identity—composed of its signature butterscotch, garnet and aluminum colors—and transformed it by mixing 3D rendered cloth and 2D elements. 

“Our CMO, Marla Provencio, wanted a device to carry the viewer from our show branding into the network brand. Internally, we had experimented with ideas and Troika was able to bring it to life for us,” said Lucas P. Aragón, design director at ABC.

“Our team was challenged to elevate the look for the energy motif [we] presented at the upfront so it felt organic but could easily be transformed to function as a toolkit, as well as custom elements,” said Dale Everett, creative director at Troika.

Troika’s partnership with ABC began 15 years ago with the now famous black, white and yellow campaign that highlighted fast-cut still photography of the network’s talent. 


Client: ABC

Marla Provencio, EVP Marketing & Chief Marketing Officer, ABC Entertainment Marketing

Pash Pashkow, VP Brand & Creative Management, ABC Entertainment Marketing 

Lucas Aragon, Design Director On-Air, ABC Entertainment Marketing

Michael Bassett, Director Marketing Services, ABC Entertainment Marketing

Gilda Reinert, Senior Graphics Producer

Agency: Troika

Dale Everett, Creative Director

Patty LaVigne, Account Director

Jeanette Etchebehere, Producer

Stef Smith, Producer

Andrew Julien, Lead Designer/Animator

Daniel Zhang, Animator

Orlando Costa, Animator

Jun Kim, Sr. Animator

Mark McConnell, Sr. Animator

Tags:   ABC Troika
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