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ZONA Designs For Sky Italia

Creates trio of programming and promotion packages for Italian television platform (September 22, 2005)

For Sky Italia, the Italian television platform owned by News Corporation, ZONA Design, Inc. created a trio of programming and promotion packages and network ids, for Sky Italia Prima Fila (in English ?Front Row, the pay-per-view channel for cinema, sports and concerts) and two sports promotion packages for two Sky Sports Generico (a monthly rundown of all upcoming sports events to air on the five sports channels) and Calcio Internazionale (a package specific to international soccer leagues). Sky Italia Prima Fila, and both Sky Sports packages, Calcio and Generico, began airing in August.

Sky Italia was looking for a brand reinforcement that was fresh and unique and would be true to the colors of their logo. ZONA, the New York-based innovative design agency known for the way in which they strategically integrate color, typography, composition and choreography in the execution of projects, created innovative and ambitious programming and promotion packages which utilize the blue, gold, white, and black of the Sky Italia brand. The resulting imagery took Sky in a direction they had not explored before.

For Prima Fila, Sky needed a graphic treatment that would convey the feeling of a large and exciting space, a branded environment that felt theatrical. Zoa Martinez and her ZONA team created modern, elegant animations - a rotating branded environment which takes the viewer inside the curves of the S of the Sky logo. The viewer, in effect, is arriving on the red carpet, spiraling inside the Sky logo and entering the theater, before taking a front row seat for the pay-per-view entertainment they have chosen.

The sports promotion packages utilize the same vibrant color palate, are very fast moving, and incorporate numerous visual references and branding elements that tie the promos together creatively. The addition of ZONA designed typography and live-action sporting footage lend a great deal of energy to the packages.

ZONA and Sky understood each others language - the language of design and function. ?For Prima Fila, we created a spectacular space, an architectural environment complete with banners, LED monitors, screens and laser light events. The challenge was to create a space that worked equally well for the films, sports and concerts available on the channel - a space in which the viewer is part of the action, in the ?front row. Color was another important consideration. Blue, the SKY brand color, and red mix to make purple, which, in Italy, is considered bad luck. I felt we needed the red carpet so we were very careful to contain it within the blue environment. We kept the journey clean and simple and paid close attention to every detail the materials, tones, curves, edges, explained ZONA Design Director/Creative Director Zoa Martinez. ?For the Sky Sports packages we took brand attributes of the Sky logo and expanded the brand in ways that had not been done before. When Sky gave us their identity system, we found they had incorporated diagonals in their lower thirds so for Calcio we created a grid an element common to many sports - but a diagonal grid. For Generico, we employed organic motion within the geometric grid, and created a font treatment that is bold but also complimentary to their network font, and 3D elements - arrows, iconic sports elements and artifacts - for additional texture, and then broke them up into different scales and sizes. The sports packages are at once aggressive, active, and disciplined, Martinez continued.

?ZONAs boards were heads and feet above what anyone else had sent to us and they gave us exactly what they presented - there was no deviation. It is highly unusual to have the animations match boards perfectly. I have to give them credit, it is a huge, an enormous accomplishment. The work is beautiful, its dynamic, and really functional but also ZONAs delivery was excellent, the technical was great - but the fact that they did boards and delivered was a huge plus for me, it rarely happens. Their executions ignite the screen and, from a design perspective, have raised the standards of traditional design in the process. ZONAs work is cutting edge and very different from what is found on Italian television. There is nothing like it being done here and it really stands out, stated Frank Morris, SKY TV Italia Creative Director of On-Air Promotions.

?Working with ZONA from Europe was not as difficult as I initially thought it might be,? Morris continued. ?We did everything through our FTP sites and we went to New York for five days during the process to make sure we were all on the same page, but the time difference actually worked in our favor in some ways and ZONA was great about staying in daily contact with us and providing updates.

The ZONA Design team, known for their distinctive and effective designs, was led by Director/Creative Director/Designer Zoa Martinez, and included Executive Producer Dennis Fluet; Senior Designer Mark Lee; Designers Agnes Nowakowska and Youngha Park; Composite Artist/Motion Art Director Fabien Leon; Senior Composite Artist Andre Sam; Composite Artist Eric Konon and 3D Animator Tim Clark.

ZONA utilized ADOBE After Effects, Illustrator, Photoshop and Lightwave in the execution of these projects.

Representing Sky Italia were Head of Promotions Silvia Zannetti, Creative Director of On-Air Promotions Frank Morris and

Art Director Andrea Toscano.

About Sky Italia:
Sky Italia, acquired by News Corporation in April 2003, offers the best pay-TV in Italy with over 150 television, audio, interactive, and pay-per-view channels. Millions of subscribers enjoy an unprecedented choice of national and international movies, sports, news, entertainment, and music. The digital service provides viewers with quality picture and sound.

About ZONA Design:
ZONA Design, founded in 1999, is an award winning multi-disciplined design agency creating results driven work that is bold and direct for all points of contact with the consumer in the general, Hispanic, and youth markets. The companys portfolio includes high profile projects for Disney/ESPN Networks, AOL Time Warner Networks, 5Boro Skateboards, Discovery Communications, Encore Media Group, Rainbow Media Holdings, Chrysler, Dodge, and the various A&E Networks.

ZONA Design, Inc. is headquartered in the Empire State Building, 350 Fifth Avenue, Suite 321, New York, NY 10118. For additional information, or to see a reel, contact VP/Executive Producer Dennis Fluet at [email protected] or by phone at 212.244.2900. Visit the ZONA Design web site at ZONA Design is a certified Minority Woman Business Enterprise from the NYNJ Council (NMSDC) and New York City. ZONA Design is also a 2004 and 2005 Hispanic Trends Magazine Top 100 Entrepreneur.


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