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Trollbäck + Company Adds Intrigue To NYC For Court TV

Creates multifaceted rebranding of Court TV (July 19, 2005)

As part of a multifaceted rebranding of Court TV, Emmy Award-winning bicoastal creative studio Trollbäck + Company has transformed New York City into an individualized game of underlying possibilities, where the ordinary becomes riveting, and New Yorkers are cast as main characters in their own fantasy-suspense adventures. The campaign hits the streets on July 18 and coincides with an entirely new on-air graphics package.

From concept to completion, Trollbäck + Company was charged with redefining the Court TV image, coming up with an engrossing new attitude for the network including strategy, design, logo and tagline. While Trollbäck + Company has a long history of creating the concepts and designs for TV networks, the key to relaunching Court TV is the innovative outdoor-advertising initiative sure to captivate New Yorkers. The campaign hints at what may lie beneath the surface of ordinary New York streets by reinterpreting everyday objects to reveal the city as seen through the eyes of criminals and investigators.

Trollbäck created over a dozen different outdoor elements with black type on a yellow background - reminiscent of crime-scene caution tape. The ads label taxicabs as ?Getaway Car, pay phones as ?The Lookout, city sidewalks as a ?Perp Walk, city buses as 'Witness Relocation,' and deli bags as ?The Stash.

?When we pitched the idea of the outdoor campaign to Court TV, it instantly clarified for them their new image and defined what it was all about, said creative director Joe Wright of Trollbäck + Company. ?The outdoor campaign conveys the idea that there is a world full of intrigue and excitement that Court TV uncovers in its programming.

As with the outdoor campaign, the conceptual challenge of the on-air design was to create a package that would encapsulate the essence of the compelling mystery and drama of the unfolding court cases and investigations on the network.

Created by Trollbäck + Company art director Todd Neale, the design is a dynamic and clean combination of bold typeface, vibrant colors and crisp graphics, incorporating the new symbolic DNA test band, the lynchpin of many court cases, into the new logotype. Using a color palette of bright reds, oranges, yellows, blues and greens, Trollbäck + Company devised the energetic graphics along with a new logotype design and the ?Seriously Entertaining tagline.

?Weve done a lot of campaigns for networks, and most of the time you come up with a tagline that you have to live with for a while to see if it truly fits, noted creative director/president Jakob Trollbäck. ?But the ?Seriously Entertaining tagline was like finding a key to a lock and we all knew instantly that it was perfect.

Working as the agency on the on-air rebrand and the supporting outdoor promotion is another example of Trollbäck + Company flexing and bulking up its creative muscles as it has moved from a motion graphics design company to a hybrid studio acting as agency, production, editorial and design studio. While the outdoor campaign is certainly a cutting-edge advertising campaign new to Trollbäck + Company, it fit right in with the creative approach the team brings to every project, finding a core message and expanding outward from it.

?More and more often these days, companies are asking us to look at the big picture in their promotional needs?going beyond just on-air, whether its print ads, posters, or alternative projects like this outdoor campaign, explained Wright. ?Even if we are just asked to do an on-air graphics package we tend to start out with devising a single message, as if it were a print ad. It has become an essential part of our method. If you can sum up an idea in a single image, it will help crystallize the idea into one clear concept and you know if you have nailed the idea. Thats what happened with the Court TV project. The outdoor campaign defined the entire new attitude of the network.

To create the graphics campaign, Trollbäck + Company primarily used the Adobe suite of tools of After Effects, Photoshop and Illustrator, as well as Avid and Final Cut Pro.

Trollbäck + Company:
On-Air Redesign
Creative Directors - Jakob Trollbäck, Joe Wright
Art Director - Todd Neale
Producer - Marisa Fiechter
Senior Designers Tolga Yildiz, Garry Waller, Nathan Iverson
Designers Emre Veryeri, Evan Dennis, Elliot Blanchett, Ian Freeman, Molly Schwartz, Christina Rueegg, Jens Mebers, Scylid Bowring, Peter Belsky, Dominic Amatore
Executive Producer Elizabeth Kiehner
Copywriter Anne Geri, Andy Ure

Print Campaign
Creative Directors - Jakob Trollbäck, Joe Wright
Designers Pamela Olecki, Emre Veryeri
Copywriters - Anne Geri, Andy Ure

Court TV
General Manager - Marc Juris
SVP Creative Services - Andy Verderame
SVP Marketing - Mary Corigliano
Sr. Director Network Graphics - Chris Goveia
Director On-Air Promotions - Mark Williams
Director of Consumer Advertising - Amy Mirwald

About Trollbäck + Company
Trollbäck + Company is a bicoastal creative studio committed to generating innovative visual and branding solutions. The company works across a variety of media, from film titles and trailers to TV commercials, environmental and architectural installations, branding, advertising, magazine and book design. It recently hired new creative director Fredrik Carlström to head up an effort to generate intellectual properties, and the company will start licensing content and trademarking its ideas. Last month, Trollbäck won six Broadcaster Designers Association Design Awards and the company recently reinforced its west coast office with new creative director Mattias Segerholt, who joins Trollbäck from Modernista.
Trollbäck + Companys other recent network branding campaigns include WLIW New York Public Television, AMC, Lifetime Televisions 20th Anniversary, TCM, TNT, TV Land. Trollbäck + Company garnered a Prime Time Emmy Award and three nominations for Outstanding Main Title Design in 2003 and 2004.

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Related Keywords:Trollbäck + Company, Court TV, rebranding, on-air graphics, graphics design, Adobe, Avid, Final Cut Pro,


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