With the arrival of Conan and original programming, the new tagline “very funny”, logo, and on-air graphics needed to update, and more importantly, elevate the growing brand. TBS was graduating to larger stage, and needed a brand personality that would let the world know they were the best in comedy programming.
Inspired by the half-circle smile logo, we animated the logo and turned him into a living, breathing, three-dimensional character with mega-personality. We created promo spots that interact with the logo to further strengthen the relationship between network talent and brand. TBS saw a significant jump in ratings and viewership. We received the One Show award for motion graphics and network ID while FastCompany named the TBS rebrand as their Favorite Branding Project of 2011.