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Lambie-Nairn Completes Branding For The Weather ChannelTWC?S new look will debut august 15, 2005 (August 09, 2005)
Lambie-Nairn has completed and delivered a major new visual brand identity for The Weather Channel
Originally awarded the project in May 2004, Lambie-Nairn, under the supervision of the companys Executive Creative Director Gary Holt, created the imagery behind The Weather Channels new ?Living Weather theme, which captures the dynamic nature of weather, and reflects how weather impacts and influences everyones lives. The new brand identity developed by Lambie-Nairn transforms TWCs logo into a graphic window device through which the channel offers not only upcoming forecasts, but also glimpses of the beauty of weather. The window is a vehicle designed to focus on the power of weather, to allow consumers to experience spectacular weather moments and to dare to dream about the possibilities of weather.
The identity package produced by Lambie-Nairn included a complete set of branding tools with extensive brand guidelines. This work was comprised of on-air channel IDs, bumpers, menu boards, and creative concepts for TWCs Daypart programming. Lambie-Nairn also produced two 30-second live action TV spots which were shot in Los Angeles, Malibu and Utah, and incorporate the companys other on-air graphic elements.
?Unlike many television networks seeking to establish a distinctive brand position in a cluttered marketplace, The Weather Channel has a relevant, distinctive position as the leading provider of weather and weather-related information. Our goal is to move beyond the functional aspects of what our brand delivers, to capture all of the emotional territory that consumers have surrounding weather and the role it plays in their lives, said Wonya Lucas, Executive Vice President of Marketing for The Weather Channel.
Added Mr. Hough, ?The Weather Channel is one of the most valuable and highly recognized brands in the U.S., and as such, represents an extremely high profile project for Lambie-Nairn. We were asked to develop a refocused brand strategy and brand identity that would connect viewers to weather in a way that is more compelling and emotional than anything they experienced before. We were delighted to have been selected for this assignment, and we hope that the channels audience responds positively to the new brand identity we have created.
About The Weather Channel:
The Weather Channel, a 24-hour television weather network, launched in Atlanta in 1982, and has established itself as the leading weather information provider in the U.S. The Weather Channel cable network reaches over 87 million homes across the United States and touches millions of lives each month -- 105 million TV viewers with more than 25 million other people through its wildly successful weather.com Internet site. The brand has also successfully extended its services with the availability of Desktop Weather by The Weather Channel and its "wherever you are" Mobile products and services, as well as the brand's extensive radio network and proprietary content for newspapers.
The Weather Channel operates Weatherscan, a 24-hour, all-local weather network distributed to 9 million households; The Weather Channel Radio Network; and The Weather Channel Newspaper Services, and is the leading weather information provider for emerging technologies. These include broadband and interactive television applications, with wireless weather products accessible through high-speed Internet services, phones, pagers, Palm Pilots, and other personal digital assistants. The Weather Channel is owned by Landmark Communications, Inc., a Norfolk, VA-based, privately held media company.
Lambie-Nairn is a highly acclaimed, international branding agency with unrivalled experience in broadcast identity. Established in 1976 by Martin Lambie-Nairn, who remains Chairman of the company, Lambie-Nairn, now part of WPP, has 45 full time staff and offices in London and New York. Lambie-Nairn's diverse international client base includes O2, The Weather Channel, Expedia, FIFA, The Discovery Channel, Sainsburys, BT, The BBC, and the Sci Fi Channel, with clients located around the world in Europe, North America, The Middle East, and The Far East.
For more information visit www.lambie-nairn.com.
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