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Imaginary Forces Re-Brands USA Network

Award-winning entertainment & design company re-designs the look of popular network (July 11, 2005)

Leading entertainment and design company Imaginary Forces recently completed a re-design of USA Network. On June 20th, USA Network and SCI FI Channel President Bonnie Hammer unveiled the comprehensive re-brand for the popular cable network. USA is known for featuring off-network television shows, original series and feature movies, sports events, and broadcast versions of blockbuster films.

The USA re-design montage was first shown on July 7th on the jumbotron in New York's Times Square, and then officially launches today on the network.

Collaborating with USA VP, Brand Creative Lorenzo de Guttadauro and SVP, Marketing and Brand Strategy Chris McCumber, Imaginary Forces developed a network package that would represent the new USA Network tagline, "Characters Welcome." As a live-action package, the design reinforces the uniqueness of people and the network's new humanity-based position.

"The clients wanted their on-air identity to have a strong connective tissue, and they asked us to come up with something that would unify the look of the whole network," explains Brian Mah, Imaginary Forces Director/Creative Director. "The goal with this project was to find a way to visually embody the network's commitment to a character-driven identity."

"In creating a live-action-based package with interacting graphics, we are establishing a range of relatable characters and emotions," says Anita Olan, IF Executive Producer. "To truly embody 'Characters Welcome,' it is essential to showcase real people -- their details and idiosyncrasies -- while staying true to a simple, clean, and inviting aesthetic. With this direction, we've had a great opportunity to create a new kind of network package."

"Brian Mah and the rest of the team at Imaginary Forces have truly brought 'Characters Welcome' to life," concludes Lorenzo de Guttadauro, USA VP Brand Creative. "What they delivered wasn't your run-of-the-mill on-air design package. Rather, they created with us a visual language that will live and evolve. Regardless of the titles we are promoting, we now have a visual brand that permeates everything we do."

Imaginary Forces Credits
Creative Directors: Peter Frankfurt, Brian Mah
Directors: Brian Mah, Kurt Mattila, Matt Checkowski
Art Director: Brian Mah
Executive Producer: Anita Olan
Producer: Abby Okin
Designer: Peggy Oei
2D Animator: Sharon Egan, Annabel Coleman, James Coulson, Shana Silverberg, Dave Dimeola, Lauren Wang
Editor: Aimee Lyde
Assistant Editor: Corey Weisz
Coordinator: Sara Clarkin

About Imaginary Forces
Founded in 1996, Imaginary Forces (IF) is an entertainment and design agency based in Los Angeles and New York. The award-winning work spans the diverse industries of feature film production and marketing, corporate branding, architecture, commercial advertising, and interactive media.

IF has played an integral role in producing network re-branding packages for USA Network, Lifetime and Animal Planet. In addition, the company has created main titles and marketing campaigns for several feature films and television series such as "The Chronicles of Narnia," "Ray," "Spider-Man," "The Hitchhiker's Guide to the Galaxy," "Into the West," and "Angels in America," and served as producer on the entire "Blade" trilogy. Other projects include highly acclaimed commercials for Nike, Herman Miller, and Smirnoff.

Fusing architecture and media, IF has developed branded experiences for BMW, MoMA, Morgan Stanley, Wynn Las Vegas, IBM, and the NFL's Baltimore Ravens. Following the events of September 11th, IF, together with colleagues from five architectural firms, formed United Architects -- a collaboration that combined architecture, storytelling, and filmmaking to address the social, emotional, national, and international issues involved in the re-design of the World Trade Center site.

IF is comprised of over 70 creative professionals: art directors, designers, writers, animators, editors, producers, and film directors.

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