The 13th Street brand refresh set out to embrace a thrilling, intriguing and thought provoking approach to the crime genre across all platforms. Specific emphasis was placed upon social media to ensure 13th Street operated as a social-centric brand, and that its unexpected tonality resonated beyond just the linear channel. This enabled our brand to be part of the conversation with crime fans irrespective of their access to our linear channel.
The brand execution targets the heartland of the modern crime genre. The thrilling nature of programming across 13th Street is enhanced by our new visual identity in a sophisticated, clever and thought-provoking manner, while our overall tone of voice operates in a disruptive and questioning way that is not often seen in an entertainment brand. The brand always aims to leave behind more questions than answers and often leaves the audience to fill in the blanks.
Utilising a versatile range of brand imprints, 13th Street successfully implemented the visual aesthetic in a clever and arresting manner; the key features of these imprints being a bespoke font executed across all key messaging and a logo lock-in device to join the brand logo with key typographical elements. With this feature, the brand stands prominently across all mediums and can never fail to be noticed.
As well as graphical design elements, a suite of 50+ idents were created for the brand using a unique, interchangeable narrative approach that could be used both on-air and on social. Alongside the creative design was the brilliance of Hans Zimmer and Bleeding Fingers’ soundtrack, providing the distinctive ingredients to deliver a unique brand experience.
The brand refresh for 13th Street; a leader in crime entertainment rolls out across five territories worldwide in 2017.
Clio Entertainment Awards 2017: Television Brand Identity – Bronze
Eyes and Ears Awards 2017: Best Typographical Design
Eyes and Ears Awards 2017: Best Design-Related Audio
Promax Europe 2018: Best Typography – Gold
Promax Europe 2018: Best Brand Design Package – Gold
Promax Europe 2018: Best Marketing Presentation Reel – Gold
Chief Marketing Officer: Lee Raftery (NBCUniversal International)
SVP Global Creative: Marco Giusti (NBCUniversal International)
Design Director: Chloe Brooks (Clomotion)
Design Director: Sam Harvey (Sam Harvey Creative)
Production Manager: Radka Mincheva (NBCUniversal International Networks)
Production Manager: Siobhan Mulhern (NBCUniversal International Networks)
Brand Conceptualisation: Red Bee Creative
Executive Creative Director: Charlie Mawer
Creative Director: Jane Fielder
Director of Photography: Adriaan Kirchner (Creative Rebellion)
Shoot Production: Noam Kroll (Creative Rebellion)
Producer: Gabe Reiter (Creative Rebellion)
Colourist: Oisin O’Driscoll (The Mill)
Composer: Bleeding Fingers
Music Produced by Hans Zimmer (Bleeding Fingers)
Reel Track: Halsey – Castle