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.
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
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