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TCM will always be a classic

Turner asked us to reintroduce TCM to the world as the premiere destination for movie lovers. First, we thought about TCM’s incredible community. Who watched this channel? How were they watching it? Like always, we ensured our design was grounded in solid strategic thinking but also shared a relatable personality. We created a unique personality that showed TCM could be friendly, knowledgable, and romantic—without being stuck in the past.

We redesigned TCM’s logo, ID, backgrounds, menus, and end pages—crafting a completely new brand system with a clean and direct focus on communication to establish TCM as the destination for classic movies. We showed that TCM will always be a classic.

This project encompassed a comprehensive on-air network branding strategy, including logo design and animation, color palette, typography, and all on-air information graphic design.

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On-air System

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Color Palette

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On-air Promo

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