Following a successful on-air campaign and brand refresh for ABC, Troika Design Group was selected to assist in developing a branding campaign for FOX's 2008 fall programming season. FOX's new look debuted Aug. 18, with elements continuing to roll out until the fall season's official launch on Sept. 1.

FOX selected Troika to implement the "SO FOX" concept and create a contemporary visual expression that would embrace the network's maverick spirit and capture the attitude of this new brand position.

	FOX 2008 On-Air Campaign Click for QuickTime Click for Large Image

Says Michael Vamosy, FOX's senior vice president of design, "After presenting Troika with our 'SO FOX' branding statement, we charged them with developing a design package that would redefine the network's attitude and capture the fundamental essence of our personality. With 'SO FOX' as a stepping-off point, we wanted a design system that could communicate our brand in a fresh, bold and original manner. Troika thoroughly understood what we needed, and its creative perception really elevated the material. The company's design team executed a bold package that is smart, clean, beautiful, functional and versatile."

	FOX 2008 On-Air Campaign Click for Large Image

"We always look forward to the creative challenges that the FOX team brings to the table because they're willing to take creative risks," says Troika creative director Gilbert Haslam. "Our solution for this year's identity was a bold orchestration of color, abstract shapes and typography that was juxtaposed with talent imagery. This type-based graphic identity delivers on originality with an animated tapestry of FOX attributes text-layered and infused into the photograph, embedded into the backgrounds and utilized as seamless talent transitions. This signature type-texture became the thread of continuity throughout the entire package."

	FOX 2008 On-Air Campaign Click for Large Image

In combination with an extensive promo toolkit of image-driven elements and production templates for network and affiliate branding, Troika produced a :60 image spot starring top talent from the network's lineup of comedy, drama and reality shows, such as Hugh Laurie from House, Wentworth Miller from Prison Break, Kiefer Sutherland from 24 and Eliza Dushku from Dollhouse. By showcasing the strong characters and faces of the network talent, the promo creates a strong emotional connection between its shows and the FOX brand using shared attributes that are quintessentially FOX.