Simon Crabtree
Creative Direction
Content, Strategy, Identity, Directing, Art Direction
Hallmark
Rebrand
Client Presentation
Director
Refreshed brand identities for three Hallmark channels to elevate and differentiate them from the more established big sister network Hallmark channel.
The Movies & Mysteries channel wanted its brand identity to focus entirely on its mystery USP and lean into it’s original content.
The Movies & Mysteries channel wanted its brand identity to focus entirely on its mystery USP and lean into it’s original content.
The network is renowned for its original content, including its Signature Mystery series franchise. We created specially-shot promo packaging templates for the 12 key series. Each one is a snapshot of that show's hero sleuth and hints at the tone of the series through a layer of intrigue and mystery.
We brought the magnifying glass front and centre, making it larger, bolder, more modern and dynamic. It became a simple visual code for the channel, with an active role in the brand package, drawing the viewer's attention and to find hidden clues.
Audio ties the IDs together and introduces the brand's lighter ‘whodunnit’ tone.
A refreshed brand identity for a classic storytelling network.
A graphic brand inspired by the opening and closing movement of curtains in a theatre.
We created six logo IDs, each with a different deep, rich colour made from 3D textures that dazzle, glint and glimmer when hit by shards of light.
We introduced two complementary typefaces. Gotham to give stand-out to show titles and Mrs Eaves for call to action and other navigational information.
Hallmark Movies and Mysteries undergoes a festive transformation, becoming a snowfilled winter wonderland.
Three specially-shot IDs bring the audience into a winter wonderland of wood cabins, horses and sleighs and a wintry Christmas forest.
These backdrops were also used for promo packaging to give the network a coherent look over the holiday season.