When we were given the job to brand the new Sci-Fi Channels, Sci-Fi as a ‘genre’ was going through a ‘makeover’. ‘Old Sci-Fi’ was cheap, low budget and had cult followers, whereas ‘New Sci-Fi ‘ is Hollywood quality, intelligent and the new 'go to' genre for audiences.
AXN - SCI FI 1
We wanted to reflect these qualities in the branding and we developed a set of ‘lenses’ both graphically and visually to reveal all the new and exciting programes to the viewer. The lense acts as a 'window' to the future that allows reality to be blurred or twisted as do some of these new and inspiring Sci-Fi series.
AXN - SCI FI 2
The idents were filmed on location in Berlin with an Octocopter and a RED camera to achieve the quality and scope we required. In Post Production we played with the brand 'lenses' that are part of the full On Air Graphic package.
This brand identity won global awards for Design and Animation.