IFC is a comedy network with sharp original series like Portlandia and Comedy Bang! Bang! and an expansive library of movies. They occupy a unique niche in the comedy spectrum and draw a loyal audience of followers on and off-air. Part of the impetus for the rebrand was to make a clear break from the brand's legacy as the Independent Film Channel and raise some awareness about their new, expanded slate.

We started with a thorough brand audit. We met with everyone: Marketing, On-Air, Off-Air, Digital, Social, Scheduling, Research, Programming… everyone. Each team knew their brand; even if it was on an intangible, emotional, instinctual level. There was a clear sense in every department of what felt like IFC and what didn't. Our challenge was codifying that nebulous IFC-ness into brand tenets, guidelines and language.

Thinking of IFC as a venue became a through-line: billing talent, promoting the acts, curating the movie selection and being careful never to steal the spotlight from the headliners. This core idea informed all aspects of the design, from the logo to the endpage layouts, even the typography. Honing the 'Slightly Off' brand voice led to re-thinking the use of language on the network as a whole; from title cards to promo structures.

A stamp system for organizing and branding content, insider language, top 5 lists, meme-like IDs; slicing our content through different filters keeps our promotion sticky, unconventional, Slightly Off. A crisp, clear graphic language lets the voice shine through. Hundreds of movies, 6 Original comedies, 3 colors, 2 typefaces, and one singing couch: IFC.

Client: IFC
Studio: Gretel
Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Producer: Ryan McLaughlin, Dina Chang
Design: Dylan Mulvaney
Animation: Chase Massengil, Adam Grabowski, Irene Park, Andrew Brown, Tonya Smay
Original Music + Sound Design: Huma-Huma
Typefaces: Clan Narrow Ultra, Prestige Elite Bold, Gotham Bold

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