We developed a creative strategy that focussed the positioning of the channel and also reflected the two sides to drama. The shows tend to take place in beautiful, pastoral landscapes while they seem to also be the host of unsavoury crimes, tragedy, romance, comedy and suspense. Looking at both the emotional and functional elements of brand we refined it down to the overlap between the 'idyllic' and 'intrigue' and the natural tension between these two narratives.
The 10 idents, 14 channel stings and graphics package elements take place in everyday, real life settings. Warm, familar, local. They feature a series of beautiful, cinematic single shots which in combination create a sense of drama – always seen through our lens. Although familiar scenes, they have a delicious ambiguity which plays on our tension between ‘idyllic’ and ‘intrigue’. There is an edge, but it’s never dangerous or too foreboding. A gentle menace, a romantic yearning, a battle of wits. It’s still safe, lovable and enjoyable... with a twist.
While the idents are 20s long single shot scenes, the channel stings are 3s and are 'mini dramas'. They feature two distinct shots - one idyllic, one intrigue, followed by the Drama logo as the punctuation. The two shots have text on them creating mini stories, for example:
Hope, Ambition, Drama.
Love, Lost, Drama.
Innocence, Fury, Drama.
Music and sound design inspired by cinema creates a wider narrative context as well as warming up the imagery but with a moment of discord.
The D logo was created as a premium mark and punctuation for the brand. The two dimensional into 3D form and the play between light and shade is also a reference to the two sides to drama and in our case the idyllic and the intrigue.
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