REINVENTING A BRAND
Why Syfy?
Prior to the name switch, Sci Fi the channel was indistinguishable from the genre. But how do you retain the equity of your brand, differentiate it from the genre, and not spend millions re-educating your core audience base? Syfy was the answer.
The logo
Research revealed that the Sci Fi brand had become too cold and unrelatable. The first step in creating Syfy was to make the logo feel tangible. By placing the logo in a clean white space, imagination could then run wild on this metaphorical blank canvas.
Introducing Syfy
Trade ads annoucing the rebrand were placed in locations throughout New York City. The impossbily large logo placed in iconic New York locations was meant to evoke a sense of wonder and intrigue.
Syfy at the MoMA
The challenge of introducing Syfy to the ad sales community was dressing the space without leaving any marks, not even a nail hole! The solution was a gridded projection system that synchronously broadcast promo reels on the four walls mixed with live shots of the guests enjoying the event.
Syfy brand guide
The launch of a major rebrand requires creative guidance to design new assets. The guide was created to explain the transistion of Sci Fi to Syfy and how the ethos of the new brand should be infused into the work.