We partnered with our friends at The CW to usher in a new era for the network. Following a massive programming expansion that sees sports coming to The CW, the self-proclaimed scrappy underdogs wanted to draw a line in the sand of their industry and position themselves squarely on the other side. We worked closely with their creative team to capture The CW’s no-holds-barred attitude in a brand that exists beyond content. Entertainment takes itself far too seriously and, now, The CW doesn’t have to.
Leading with its voice, the brand speaks in a way the biggest networks can’t, bringing with it a light- hearted irreverence that feels like a breath of fresh air. A premium and deadpan type system delivered atop pure white backdrops allows the messaging to flourish with boldness and confidence. Speaking with wit and relatability, the brand adds a vital dose of personality to the world of entertainment.
The Stage is a platform, both symbolic and literal, elevating stories from gripping dramas that keep you on the edge of your seat, to thrilling sports that get you on your feet. It’s a striking graphic brand signature and opener that unfolds to showcase every type of content. It can also shrink into a discreet yet iconic detail, closing the gap between audience and action. No matter where or how you’re watching, The Stage simply cannot be missed.
The brand bursts with flavour and spice, embodied by its attention-grabbing colour palette. The hero colour, Hot Sauce, is a vibrant and energetic orange that instantly lights up the room, bringing unapologetic joy and excitement wherever it goes.
F37 Bolton by UK-based type studio, F37 Foundry, is the brand’s signature typeface. Typically used in uppercase, the typography lends itself to a deadpan delivery and exemplifies the brand’s unapologetic voice. The sans serif also echoes the forms in the refined CW logo. From less-is-more messaging atop a pure white backdrop to energetic flourishes, the clean but confident type allows the brand to control its volume and span a wide range of expressions.
“ Very early in the project, we knew voice would define our brand. Harnessing a premium, deadpan aesthetic, with an iconic graphic device and refined logo, we created a bold, confident, unmissable brand.”
