FUNNY BECAUSE IT’S TRU.

THIS IS THE NEW truTV

truTV has outgrown its past life as a reality network, evolving to become a comedy upstart drawing big names and lots of buzz. With shows like Impractical Jokers, Adam Ruins Everything, and At Home With Amy Sedaris, the network curates a unique mix of content that plays with format and provides laughs at different levels – from educational and scripted comedies to pranks, practical magic, and man on the street.  
 
We stepped in to help the network walk the way they were already talking: with a bold, flexible, and confident new brand system that keeps talent front and center, leaves room for jokes, and cuts the fat.

It went so well, they came back for seconds. A year after our brand launched, truTV invited us back to hone the system and develop a few more complimentary tools. To check out the new stuff, skip to the bottom.

line_3pxline_3px

TOPLINE

Part of our task was to simplify the brand so that the key art could lead when necessary. We stripped down the brand to one color and two typefaces and built the brand elements to be adaptable for present and future key art.

AndOr_truTv_33AndOr_truTv_33
AndOr_truTv_34AndOr_truTv_34
AndOr_truTv_34AndOr_truTv_34
line_3pxline_3px

LOGO AND TAGLINE ANIMATIONS

Our logo and tagline animations are the holy grail to the brand DNA. The animation behavior is playful and edit-friendly using a match-on-action philosophy that allows editors to drop the tagline if necessary or keep it for an extra brand kick. We created six unique animations that have fun names like hopper, screensaver and ping ponger – like loveable little pets.

line_3pxline_3px

PROMO VS. PROMO

Want to show off the show? Create a key art promo with our brand glue. Don’t have anything to wear in the key art closet? Create a standard promo. A modular structure makes building promos editor-friendly and super flexible.

line_3pxline_3px

DIGITAL + PRINT

OUR SYSTEM ALLOWS FOR TELLING FUNNY TRUTHS ON EVERY PLATFORM AND LETS THE KEY ART SHINE THROUGH WHEN NECESSARY.

AndOr_truTv_22AndOr_truTv_22

CREATED WITH THE DEEPLY HELD BELIEF THAT BUSINESS CARDS SHOULD HAVE A LITTLE PERSONALITY.

line_3pxline_3px

17-SCREEN TEST

We immediately put our shiny new rebrand to use when truTV asked us to do the graphics for their 2017 upfront presentation. We collaborated with the network’s internal team to put together a docu-style parody that showcased Tru’s upcoming shows and talent, including Andrea Savage, Chris Gethard, and Amy Sedaris.

line_3pxline_3px

BUT WAIT THERE'S MORE!

A year after the rebrand went live truTV asked us to audit how everything had been working. That audit led to a rebrand 1.5 project where we developed new tools and guidelines to address some of the needs that had arisen in that year. This included new typefaces, new accent colors, new talent photography, revisions to on-air promo structures, and the development of ‘a tru original’ ID system for on-air and print applications. Here are some sweet examples of that.

ALL NEW TALENT PHOTOGRAPHY BECOMES A TOTAL BRAND THING.

line_3pxline_3px

WE GUSSIED UP THE SOCIAL BRAND LOOK. WE EVEN MADE SOME ANIMATED GIFS!

line_3pxline_3px

THE TOOLS IN ACTION! NEW TYPEFACES, NEW COLORS, OOOO LA LA...

line_3pxline_3px

And/Or Team 
Executive Creative Director: Kelli Miller
Creative Director: Kendra Eash
Executive Producer: Nika Offenbac
Associate Producer: Meredith Alloway 
Art Director: Sarah Cohen, Erin Kilkenny
Animation Director: Yussef Cole
Design: Sarah Cohen, Erin Kilkenny, Larisa Martin
Animation: Yussef Cole, Erin Kilkenny, Larisa Martin, Olga Povarchuk, Stephanie Swart
Montage Edit: Christie Brown
Audio Design: You Too Can Woo
Mix: Liz Fausak


truTV 1.5 Team
Executive Creative Director: Kelli Miller
Creative Director: Kendra Eash
Executive Producer: Nika Offenbac
Head of Production: Diana Mandelare-Au
Producer: Meredith Alloway 
Associate Creative Director: Alec Donovan
Art Director: Adam Wentworth
Design: Alec Donovan, Larisa Martin, Adam Wentworth, Diksha Watwani
Animation: Olga Povarchuk, Diksha Watwani, Larisa Martin

Brand Photography: Mackenzie Stroh

 

truTV Team 
EVP Marketing: Puja Vohra
VP Multiplatform Creative: John Cassidy
Creative Director Design: Jim Read
Sr. Art Director: Leah L'Esperance
Sr. Director Creative Operations: Kim Kahne
Project Manager: Jenelle Bringer
truTV 1.5 Consultant and Spirit Guide: Crystal Hall

[unex_ce_button id="content_9qw7ry398" button_text_color="#000000" button_font="bold" button_font_size="20px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#f0f0f0" button_padding="15px 60px 15px 60px" button_border_width="5px" button_border_color="#000000" button_border_radius="0px" button_text_hover_color="#f0f0f0" button_text_spacing_hover="2px" button_bg_hover_color="#000000" button_border_hover_color="#000000" button_link="http://www.and-or.co/work/dissolve-generic-trilogy/" button_link_type="url" button_link_target="_self" has_container="1" in_column=""]ANOTHER ONE[/ce_button]