Kin was asked to redevelop the identity and branding for Foxtel channel SoHo, a drama and entertainment channel with a female skew. We worked closely with the Foxtel team to help define the brand positioning and then interpret that into a full brand experience, resulting in a complete logo redesign, channel proposition, design language and working creative package for on-air, online and print.
The channel, although broadly appealing, is pitched at a female audience with programming a mix of drama and comedy with a focus on ‘stories’ and ‘strong’ female characters that viewers can relate to.
We determined that the channel would benefit from a brand proposition that helped define it for both the audience and the creative team and so we developed the channel proposition or tagline of ‘STORIES START HERE’. SoHo’s content has great characters with great stories. Stories you get immersed in. Characters you journey with. It is a shared experience and we wanted to reflect this.
We stripped down the old logo, refining it and developing a sleek and sophisticated brand mark. As a slight reference to the channel proposition, the logo includes a ‘cursor’, as if the story is being continued. The ‘cursor’ provided the foundation for a lot of the on-air language and navigation tools.
We wanted the channel to be feminine and strong, a direct reflection of the content. We approached our design with ‘editorial’ or ‘fashion magazine’ aesthetics in mind, building a simple yet stylish system that utilises a simple palette, sophisticated typography and makes content the hero. Faces and framing became a key component, working with unapologetic type lockups that deliver information front and centre whilst remaining stylish.
As the brand development evolved and the design was defined we explored a brand architecture that allowed for consistency across platforms whilst being easy to implement. The foundation we developed allows for interpretation and a path for natural brand evolution.
The reception to the rebrand was extremely positive with reinvigorated ratings and a general approval of the brand aesthetic filtering down.
Foxtel / SoHo Channel
BRAND STRATEGY AND CREATIVE DIRECTOR
Uriah Blair – Foxtel
SoHo CREATIVE DIRECTOR
SoHo CREATIVE TEAM
Geoff Thomson & Karol Bletts
DESIGN & ANIMATION