TEENick is a creative sub-brand of Nickelodeon designed to appeal to aspiring teens (girls and boys ages 9-12). This programming segment needed a new on-air brand toolkit, including a logo redesign and a complete new look. The previous design was outdated and hard to use on-air. Some of the goals of the redesign were to showcase TEENick graphics and talent in the context of real kids’environments, to make the look relatable to tweens/teens, and to showcase TEENick talent as celebrities and make them shine.
+ I led the design rebranding of TEENick. As art director I wrote a creative brief for the project, and invited 3 design companies to pitch their concepts.
+ I selected the winning pitch, and oversaw the entire execution of the design from beginning to its final implementation on-air, collaborating with Adolescent, a NYC design company.
+ The final toolkit integrated existing show logos into a seamless, flexible design used on-air and online. The contemporary, iconic graphics system is comprised of graphic patterns, buttons, and stickers as a showcase for changing TEENick talent and logos.
The rebrand resulted in increased viewership of the target market—viewership grew from 1.65 million to 2.14 million during this time.