Viewpoint Creative Creates Graphic Identity Package for Travel Channel

Viewpoint Creative recently completed production on Travel Channel's 2004 graphic identity package. The package is part of an extensive, year-long assignment which encompassed a network redesign as well as nightly navigation spots, program packaging and an image campaign.

Boston, MA; Los Angeles, CA June 6, 2004 -- Viewpoint Creative recently completed production on Travel Channels 2004 graphic identity package. The package is part of an extensive, year-long assignment which encompassed a network redesign as well as nightly navigation spots, program packaging and an image campaign. The navigation spots in conjunction with new summer pallet are set to air in June 2004.

The goal of the identity package was two-fold: to build a powerful emotional connection between the network and the essence of the travel spirit, and to function as a crystal clear navigation system for viewers to find their favorite programming and learn about new programming opportunities. Still photography and a seasonal color palette are the core visual branding ideas.

The use of still photography as the root of the brand is a great way to communicate the gut-level experience of travel, stated Viewpoint Creatives Joseph Kiely (Creative Director). Like slide shows and photo albums shared amongst friends, it enables the Travel Channel to connect to the viewer in a very personal way. We also added wispy waves of seasonal color into the photography, so as the season changes so does the network. It reflects how people really think about travel. And, finally, elegant typesetting imparts critical information for line-ups and promos.

With a growing database of over 2,200 photos shot in over 30 locations around the country, the brand is fully interchangeable, upgradeable and flexible. It also provides the Travel Channel with an incredible resource for print and online imagery.

Viewpoint Creatives Michael Middeleer (Creative Director), elaborates, On a brand level, the still image is unique in the television environment. Stills are extremely flexible. They can be playful serious, or informative, and they can be used consistently in every area of Travel Channel marketing. Beyond that, the 35mm film is beautiful and the images are full of personality.

Viewpoint Creative is an award-winning creative services firm providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print and radio production. Clients include Showtime, HBO, Discovery Networks, ESPN, Travel Channel, DIRECTV, FX, SciFi Channel, PBS, Court TV and History Channel International.         

The press release text and QuickTime movie are available at: http://www.viewpointcreative.com/vpt_site/VPS_PR/2.04TravelImage/

Client:
Travel Channel

Agency:
Viewpoint Creative, Boston/Los Angeles

For more information about Viewpoint Creative's award-winning creative services contact Amy Coblenz, Director of Business Development at 781-449-5858 or e-mail protected from spam bots.