Jumpstart a sci-fi TV channel that’s hit a wall—in both viewer & revenue growth.

Transform a bargain brand into a challenger brand—the scrappy, authentic underdog:

• Differentiate sharply from the mainstream, “establishment” competitor—appealing to its disgruntled viewers & offering Comet as the “answer.”

• Up the visual style to put the brand on equal footing with top-tier cable channels.

  • But ensure the brand stays quirky & never takes itself too seriously.

• Avoid losing existing viewers—some of whom like the existing brand.

A quirky, odd brand that’s firmly rooted in the original—but sleeker & cooler.

• Cleaner, more streamlined logo (since we weren’t permitted to make a completely new one).

• Brighter, more stylish color-accent palette—with clear usage guidelines.

• Striking new visual vocabulary—elements which have become the new brand’s “signatures”:

  • Powerfully tilted headlines—always at 7°.

  • Old-school MS-DOS cursor—a nod to kitschy vintage sci-fi that serves as a transitional element in motion graphics.

• New positioning that celebrates the brand as the “cooler alternative”—less predictable, less corporate, less rule-bound: the naughty younger brother.

• Authentic voice—one that’s quirky & offbeat, yet quietly confident—the nerd who’s cool with being a nerd.

  • The “dual tonality” speaks both to the nostalgic, older “comfort zone” crowd while also resonating with a hip, younger “retro-cool” crowd that’s there for the kitsch.

• New brand concept & evolved story

• New visual identity system

• New Brandbook