AN EYE-CATCH­ING NEW LOOK

Fast Company - - Innovation By Design -

The A+E Net­works’ con­stel­la­tion of chan­nels— in­clud­ing Life­time, Bi­og­ra­phy, His­tory, and A&E it­self—have al­ways been among ca­ble’s top destinations for biopics and do­cuseries. But as the video land­scape pro­lif­er­ates and com­peti­tors emerge (see: HBO’S Robert Durst se­ries, The Jinx, and ESPN’S doc­u­men­tary O.J.: Made in Amer­ica), the net­work is re­spond­ing with a ma­jor new vis­ual brand­ing push along­side Sun­shine, a creative agency. In keep­ing with its over­all mes­sage, “Life, Mag­ni­fied,” A+E show­cases its con­tent—on­line, on its app, and on bill­boards— with rich, in­ti­mate pho­tog­ra­phy and sharply writ­ten copy in hand-let­tered type that skews more edi­to­rial than tra­di­tional TV mar­ket­ing. This gives the net­work a dis­tinct vis­ual style while still leav­ing room for each chan­nel to dif­fer­en­ti­ate it­self. As A+E Net­works CMO Amanda Hill says, the up­dated, co­he­sive de­sign shifts the fo­cus from hit shows and in­stead po­si­tions A+E as a net­work that’s “con­stantly con­tribut­ing to cul­ture.”

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