Brandspank Auckland has created a new brand that aims to represent the aspirations of SKY TV’s newest channel, THE ZONE. The Auckland agency won the contract to create the brand imagery after a competitive pitch.
THE ZONE is a general entertainment channel as part of SKY’s basic package available to all their customers, dedicated to serving avid fans of Sci-fi, Cult, Horror and the Fantasy genres.
Fitting into a tight knit community of knowledgeable die-hards isn’t easy – Brandspank’s response was to stay true to the fans, produce a brand that’s anything but vanilla, and be known as a place of questioning.
The concept of ‘new discoveries through questioning’, led to the creation of THE ZONE Doorway, an iconic graphic device that leads the viewer throughout the brand to the content, the fans and the infinite beyond.
“The consistency of Brandspank’s approach to all aspects of the channel’s branding has resulted in a look and feel for THE ZONE which is both distinctive and memorable, and which beautifully conveys the otherworldly yet sophisticated nature of our content,” said SKY head of general entertainment Karen Bieleski.
The logo, brand tool kit, tone of voice, and channel imagery was created by Brandspank, THE ZONE brand was rolled out by DDB with an OOH and digital campaign including billboards, street posters, bus backs and a NZ Herald homepage take over.
These were heavily supported by a very active social media team at SKY and a targeted publicity campaign including a talent tour, outdoor stunt and premiums, all managed by SKY’s publicity team.
CREDITS
Client: SKY Television
Karen Bieleski – Head of General Entertainment
Maurine Talpin – Head of Brand
Michelle Denize – Brand Manager
Kate Whittle – Marketing Manager
Chaitali Thakkar – Promotions Producer
Kristin Prendergast – Associate Manager, GE Channels
Chris Philpott – Channel Manager
Katie Fisher – Publicity Manager, Special Projects
Agency: Brandspank
Creative Directors: Kurt Bradley & Steve Thomson
Director: Logan Bradley
Producer: Kurt Bradley
DOP: Tom Roberton
3D: Robert Brienza, Will Brand, Jake Richardson
Compositing: Reuben Thorpe, Savith Wadasinghe
Sound Design: Warren Field
Media agency: DDB
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