Troika Collaborates With E! to Refresh Network's On-Air Look

Troika Collaborates With E! to Refresh Network's On-Air Look

HOLLYWOOD, Calif., Aug. 17 /PRNewswire/ -- Troika Design Group, a strategic design and branding agency, has played an integral role in the brand refresh for E! Entertainment Television. The announcement was made today by Dan Pappalardo, Troika's executive creative director and co-founder. Working closely with E!'s in-house creative team, Troika delivered a refresh of the network's on-air identity, including concept, design and 2D and 3D animation. E! also selected Troika to assist in the design and production of the network's rebrand in 2002.

Troika's deliverables included IDs, a promo tool-kit, international promo elements, sponsor billboards, news tickers, online tags, lower thirds, a brand style guide and the :30 Summer Spot, which introduces the new on-air look and new programming line-up.

Pappalardo commented, "We worked in concert with E!'s in-house marketing and design teams to establish an identity package that truly suits their needs today. The project was a great opportunity to evolve a brand that is very familiar to us. Our successful history of collaboration permitted us to quickly execute the project through creative shorthand, shared design sensibilities and strong relationships."

"One of the most important objectives of the brand refresh was to establish long-term stylistic rules to help us guide our in-house design team while allowing them creative freedom in day-to-day promotion," added Ann Epstein-Cohen, vice president, creative director, on-air design, E! Networks. "Troika worked very closely with our art directors to develop a contemporary, engaging look that can evolve as our production does. E! continues to be a fan of Troika's highly capable design sensibilities and vibrant creative skills."

E! programming can be seen in more than 120 countries, reaching 400 million homes worldwide. The network's library of original programming appeals to a trendy, young, upscale audience and includes such popular series as "Dr. 90210," "The Gastineau Girls" and the Emmy-award nominated "The E! True Hollywood Story." E!'s latest slate of series and specials includes "Kill Reality," "Party at the Palms," "Wild On Tara" and "More 101 Celebrity Oops," as well as the recently debuted "The Girls Next Door" and "Filthy Rich: Cattle Drive."

In 2002, Troika worked with E! to create a consistent and controlled look based on the colors of red carpet and black tie and the use of klieg lights as a metaphor for entertainment.

In 2005, Troika was asked to assist in balancing a consistent brand identity with more flexible promo packaging that could reflect the varied tones of E!'s programming. In the redesign, celebrity and entertainment are expressed though a broad palette of vibrant color and dynamic textures that reflect energy and excitement.

Troika Creative Director / Designer Reid Thompson explained, "The primary motif -- and a source of immediate energy -- was found in the E! exclamation point logo. By cropping the logo, or at times tilting it, Troika accentuated its inherent boldness. The logo is so iconic that even when tightly cropped, it is instantly recognizable by viewers."

The logo takes the viewer on colorful graphic journeys as it flies through a 3D space, creating an expanded visual language. The promotional package also utilizes patterned background textures created from repeated E! logos. The E! logo is also designed as a window for video and graphic transitions. These "celebrity" textures -- for example, footage of stars at premieres -- are inserted and used to unify and decorate the graphics.

Through energetic graphics, the rebrand invites the viewer "behind the velvet rope" into the world of entertainment. Troika also provided a shortcut to E! as well, delivering an extensive toolkit for the treatments and a thorough network brand style guide. The guide addresses E!'s immediate specs as well as guidelines for future promotional needs.

CREDITS:

Troika
* Executive Creative Director - Dan Pappalardo
* Creative Director / Lead Designer - Reid Thompson
* Executive Producer - Chuck Carey
* Producer - Holly Eddy
* Designer - Heather Kim
* Animator (2D & 3D) - John Narun
* Junior Designer - Natasha Lee
* Design Assistant - Hema Mulchandani
* Coordinator - Josef LeBeau
* Editor - Hans Carrillo
* Editor - Tim Samuel

E! Entertainment Television
* SVP Marketing - Suzanne Kolb
* VP Creative Director, On-Air Design - Ann Epstein-Cohen
* Executive Producer - Brett Battles
* Art Director - Phil Han
* Art Director - Reuben Lee
* Writer - Tom Pace

Software used on Apple workstations
* Illustrator
* Photoshop
* After Effects
* Cinema 4D
* Final Cut Pro

E! Networks is the world's largest producer and distributor of entertainment news and lifestyle-related programming. The company operates E! Entertainment Television, the 24-hour network with programming dedicated to the world of entertainment; Style, and E! Online, located at www.eonline.com. E! is currently available to 86 million cable and direct broadcast satellite subscribers in the U.S. The Style Network currently counts 42 million subscribers. Internationally, E! programming can be seen in more than 120 countries worldwide, reaching 400 million homes. The company operates the E! International Network, a 24-hour English language global entertainment channel available via satellite in Europe, Africa, Asia Pacific and the Middle East.

Troika Design Group is a multidisciplinary, award-winning design company in Hollywood consisting of more than 20 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns, and show packaging. Established in the spring of 2001 by industry leaders Dan Pappalardo, Mark Bohman and Chuck Carey, Troika has emerged as one of the premier providers of strategic design and creative production for television. Troika works closely with television and cable networks including ABC, E! Entertainment, UPN, Food Network, ESPN, Comedy Central, HGTV, Fine Living, TV Guide Channel, and VH1. For more information, please visit www.troika.tv or call Robert Blatchford at 323.965.1650.

Source: Troika Design Group

CONTACT: Kevin Mardesich of Troika Design Group, +1-310-383-7456,
kevin@ewcommunications.com; or Nicole Goesseringer of E!, +1-310-822-4775,
ngoesseringer@eentertainment.com

Web site: http://www.eonline.com/

Web site: http://www.troika.tv/

NOTE TO EDITORS: Members of the press are encouraged to view or download the E! rebrand artwork at: http://www.troika.tv/press/e2005

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