Troika Design Group Refreshes Brand for KCET
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HOLLYWOOD, CA (Feb. 27, 2004) -- Creative design and production company Troika Design Group has completed its brand refresh for KCET/Los Angeles, the West Coast flagship station of PBS, involving design and production of new station IDs, promo elements, primetime donor spots, original music and a new station mnemonic, as well as a print and outdoor advertising campaign.
Among Troika's deliverables were new on-air promo spots and a cross-media ad campaign specifically for KCET's 7pm programming block featuring "Life & Times" and the Huell Howser series. With the debut of this campaign in Nov., KCET saw its Nielsen ratings for the program block grow dramatically.[an error occurred while processing this directive]"We have been delighted with the results of Troika's work for us," said Barbara Goen, senior vice president of communications at KCET. "Their creative concept took the asset of our strong brand and elevated it to a new level, incorporating the beauty and diversity of our community and the voices of our viewers themselves. KCET really does belong to the community it serves, and Troika understood and built on that. Their team is a joy to work with - professional, smart, creative, and sensitive."
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"Knowing the extent to which KCET relies on its audience for support," began Dan Pappalardo, Troika co-founder and creative director, "we focused on revitalizing the brand in ways that would help them remain relevant to their existing viewers while also reaching out to a younger audience. The feedback for the overall campaign has been very positive, and we're especially pleased to have helped to drive these latest results."
Under Pappalardo's direction, Troika's team began with the building blocks of the station's existing logo and its tagline of "Infinitely More." The team then began producing campaign elements that connect the region's beauty and diversity with KCET's core values and its role within the community. "For example," Pappalardo explained, "we combined the fluid curves from KCET's infinity logo with images of Southern California, and we used soft tones to match the light, land and sea."
Combining these aesthetics with graphic design elements, original footage captured on multiple locations and stock photography, each campaign deliverable is also infused with a lighthearted, inside-California point of view. The "Life & Times" and Huell Howser on-air packages and ad campaign present each program's unique values, and are tagged with copy that reads, "Life begins at 7, Huell at 7:30 - Two local favorites. One great hour."
Troika continues to work on projects for KCET, including a soon- to-be launched statewide advertising campaign for "California Connected," the station's award-winning weekly public affairs series.
Other KCET executives responsible for this brand refresh include Laurel Lambert, director of promotion and advertising, Tené Harris-Duckworth, director of on-air promotion broadcast operations and senior producers Dan O'Brien and Joel Standard.
In addition to Dan Papallardo, Troika's project team also included executive producer Chuck Carey, lead designer Reid Thompson, producer Holly Eddy, lead animator and editor Mark McConnell, assistant editor Tim Samuel, 2D/3D animator Mark Wurts, print designer Daniel Garcia, designer Amie Nguyen, design assistant Rajni Gadhavi, writer Tom Pace, directors of photography Tom Camarda and Justin Shipley, coordinator Meredith Crandall, location scout/photographer Steiner Kierce, still photographer Claudia Unger and composer Rob Cairns.
About Troika Design Group
Through its boutique focus, unique creative process and mixture of top-level creative professionals working side-by-side with emerging young talents, Troika Design Group specializes in network branding, show package design and advertising and promotional campaigns. Since being established by Dan Pappalardo, Mark Bohman and Chuck Carey in Hollywood in 2001, Troika has emerged as one of the premier providers of full- service design, production and post-production services through work for top television and cable networks including ABC, Comedy Central, E!, ESPN, Fine Living, UPN, Food Network, Fox, HGTV, MTV, Style and VH1. For more information, please visit www.troika.tv or call Brett Ashy at 323-965-1650.
About KCET
Founded in 1964, KCET is the West Coast flagship station for PBS. Based at historic studios in Hollywood, KCET's service area covers eleven counties, and its diverse audience numbers more than 3.5 million viewers per week. It produces and broadcasts quality entertaining and educational programs, and provides unique and relevant community services. As a non- commercial, not-for-profit organization, it is supported primarily through member and donor contributions. For more information about KCET and its programming, visit its website at www.kcet.org.
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