DreamWorksTV
Overview
Over the course of six years, I oversaw brand development for DreamWorksTV, a kid's digital platform, with branded and original content. Today DreamWorksTV, now Peacock Kids, under NBCUniversal boasts over 7 millions subscribers.
Role Senior Art Director
Challenge Budget limitations, Start-up culture
Logo Development, Branding, Copy, Marketing
Logo Development
The DTV logo evolved in conjunction with DreamWorks Animation. When I adopted the "before" logo, there was an attempt to maintain DreamWorks-approved colors. However, the glaring issue is that the colors are so primary and outside the target demographic. Instead, I adjusted the logo to something a bit older but still fun and young. These colors harken back to DreamWorks Animation but breathe fresh air into a tired look. I also added an animation that is flitting and quirky; qualities that we identified as being important aspects of the brand.
Channel Banners
An important aspect to connecting with the DreamWorksTV audience was making sure the channel banner was always fresh and engaging. We used current characters to promote shows and further the brand identity.
Patterns
As Instagram became a more important aspect to the brand, pattern development presented an easy and colorful way that we could build out DreamWorksTV into a new direction. I worked with the Marketing Department to develop many patterns, some of which hid characters, creating fun patterned scavenger hunts! As you can imagine, user engagement sky rocketed by utilizing this technique.
