Freeform, formerly ABC Family, is a Disney channel that had found a place in the hearts of Gen Z and younger Millenials. They needed a brand refresh that felt genuine to this audience.
Our challenge was to help the brand become a chameleon. Instead of packaging the shows, create a space for the programming to shine.
We created a brand identity that was instantly recognizable yet felt at home with tech platforms and app icons.
We were equally inspired by Massimo Vignelli's New York transit system as we were by the language of social media. It was important for the brand to be free of decoration allowing the shows to drive the conversation.
It’s deceptively simple. When the design gets out of the way, the content can be truly Freeform.