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Radley Gets Healthy on Veria Living Network Rebranding(February 10, 2012)
Radley, an integrated design, content and marketing company, created a branding system for Veria Living, consisting of an on-air package, network ID, promo package and brand photography. Veria Living is a global cable network devoted to showcasing wellness and related content.
The network offers the world's largest lineup of first-run, original programming, "connecting viewers in a contemporary and accessible manner to the benefits and joys of living a healthy lifestyle."
Radley organized Veria's branding system by grouping the network's content into three main categories: Active Wellness, Nutrition and Healing/Prevention. From these categories Radley created a color system, photography that covered each category and network IDs.
"This was a big opportunity for our team," said Kurt Spenser, Director/ECD of Radley. "The crew at Radley is passionate about leading healthy, meaningful lives and it felt good to dive into a large scale project with a brand that truly embodies those values."
Greg Neal creatively supervised for the network on the overall rebrand of Veria Living. "We brought Radley aboard to create an all new look for Veria Living TV, and a new brand look and feel that could extend to all platforms. The team at Radley was a great choice because they have strong sensibilities in both live action and graphic design; they were very easy to work with and very flexible as the project scope evolved. We wanted-and got-someone who could bring a strong vitality to the network, a feeling of liveliness and energy."
According to Antonio Cicarelli, Radley's Director/Creative Director & Lead Designer, "Veria is a great brand at the right time. What used to be alternative is ready for primetime. Greg and Veria pushed us to define a new brand space with them that we affectionately refer to as 'pop wellness.' The design challenge was to make the ideologies of alternative health and wellness interesting to a younger demographic. They didn't want people doing yoga on mountain tops with flute music. They challenged us to make the brand unexpected and contemporary with an urban twist."
The challenge, Spenser explained, was to showcase wellness and living better in a fun, entertaining and unexpected way. The look of Veria's network, encompassing topics including healthy eating, healing, yoga/fitness, herbs/supplements, healthy home, and pregnancy/parenting, perfectly reflect Radley's graphic approach.
"At our core we are designers and design thinkers," said Spenser. "Over the course of production, we always started with great design thinking and a multi-disciplined point of view. By working that way we were able to leverage our entire team's unique expertise in live action, design, motion graphics, copywriting, editorial, and photography to create a cohesive, bold, colorful, provocative, and welcoming brand package and presence.
"We're very proud of the groundwork we have laid together with the Veria team and can't wait to see the brand grow."
Canon 5d & 7d
Final Cut Pro,
Greg Neal: Creative Director
Antonio Cicarelli: Director/Creative Director & Lead Designer
Kurt Spenser: Director/Executive Creative Director
Brandon Pleus: Producer
Christian Thompson: Executive Producer
Brad Rushing: Director of Photography
Mark Leibowitz: Photographer
Jon Davis: Photographer
Joanna Holbek-Mathews: Food Stylist
Rena Haley: Holistic Consultant
Jeremy Lindenmier: Designer
Stephen Schuster: Designer
Josh Novak, Mark Branton, Chad Bonanno, Craig Tollifson: Animators
Josh Morrisroe: Editor
Bill Sebastian: Editor
Jake Madfis: Coordinator
Andy Grush: Music Composer
Radley is an integrated entertainment and marketing company. The studio develops, designs, produces and delivers premium content across all platforms for brands, agencies, and networks.
They believe that better work is born when designers, animators, composers, writers, editors and directors are together under the same roof. They believe their shared goal to tell great stories give them solid ground to defy convention. They believe in taking advantage of disruptive technologies to deliver their vision in innovative ways.
They believe in the unique talent and experience of every member of their team. Collectively they've directed, produced and overseen award winning commercial campaigns. They've written and produced network drama and feature films. They've launched consumer brands, new television networks and advertising platforms that stand at the forefront of branded entertainment. They have come together to work on what's next for the stories, brands and people they believe in.
Related Keywords:Radley, rebranding, commercials