“Initially considering a “savior” concept, thumbnail sketching led to a simplification reflecting the titular character as a nucleus of sorts.”

“Rock design provided inspiration for typography, scale, pattern, and color usage. It also served to reference Sam Loudermilk’s past as a former music critic.

”

“Comps explored the “nucleus” concept, as well as other options that focused on typography-leading solutions with bold headlines. Once the cutout was established with Sam Loudermilk’s head, I applied that style in other variations.”

“The initial key art was expanded into a campaign to include secondary cast.”

“Color explorations”

“Out-of-home explored color order and repetition with variations on the placement of each poster in the campaign.”

“Digital placements, coupled with expanding the key art into social, required further development of the static designs into a living, breathing design language.”

“The previous brand look never committed to a direction or a consistent voice. Typography had no hierarchy in font usage. Image handling was inconsistent and not refined. Key art was not optimized for legibility on smaller screens. Overall it was jumbled and lacked a clear identity.”

“Typography and image handling inspiration.”

“The previous brand look featured inconsistent typography—either in Gotham or DIN. Mark Pro provided modern personality—approachable yet elevated. Keeping headlines in title case produced a strong impact while also being cordial.”

“Mark Pro Bold”

“Mark Pro Book”

“The previous palette presented cold and limited contrast. Paring down and adding a bold red-orange instantly energized.”

“Previous palette”

“New palette”

“Hierarchy”

““Shortlister” selects should be unique and inviting. Still selections should be dramatic and highlight cast prominently. All should be adjusted for color and quality.”

“Tribeca Productions was very much attached to the original logo and signature purple brand color. The bounding box around “Shortlist” and inclusion of the tagline, with the already busy form, created a complicated design that lacked a focal point. Removing the bounding box and cutting the tagline provided some air around the letterforms and unified the entire shape.”

“Pre-Refresh (iOS)”

“Post-Refresh (iOS)”

“Previous UI structures remained intact—allowing cosmetic revisions only. Talent photography permitted no additional treatments or color applications.


”

“Designing a background element to be utilized throughout various platforms was a jumping-off point on how to visually combine the films and “Shortlisters” to illustrate the catalog of the service.”

“Banner ads and email communications continued leading with familiar faces. Bold type and bold visuals cut through the clutter.”