Design a comprehensive rebrand to radically reposition Oxygen as a premier destination for investigative crime programming.


Differentiate the brand voice and design from traditional crime programming by focusing on nuances of intrigue and motive over sensationalism and clichés.


An all-new brand identity and cross-platform design system for the fastest-growing cable entertainment network, which experienced a 51% increase in viewership post-launch.


+ Brand Strategy + Visual Identity + Sonic Branding + Logo Design + Audio Logo + Graphic Design + Animation + Print Design + Copywriting + Editing + Music Supervision + Post-Production + Brand Guidelines + Toolkits

Strategy and Positioning

Capitalizing on a strong ratings boost surrounding their weekday “Crime Time” marathons, Oxygen sought to rebrand themselves as a modern true crime channel that would resonate with their predominantly female audience. To differentiate the brand from other networks, we steered away from tired crime clichés and took a more nuanced approach to the genre. The result is a sensory and emotional experience that focuses on motive and intrigue.

Design and Animation

Oxygen’s design system mirrors the complex process of untangling real-life criminal cases, drawing inspiration from newspaper clippings and police reports. Close cropping, negative space, and off-kilter alignments keep viewers on edge and actively engaged. Driven by a choppy animation style, deliberate omissions and reveals of design elements create a disturbing, unsettled atmosphere to reinforce emphasis on psychological motive.

Brand Architecture

Every aspect of Oxygen’s new identity invites viewers to lean in and look closer—so every design and audio decision must be carefully considered. We designed a comprehensive style guide that outlines best practices for building evocative narratives across platforms and out-of-home. Automated toolkits streamline the process of updating and generating new collateral to flex the brand messaging.

Sonic Branding

Sound is an extension of Oxygen’s core brand language, creating an unsettling atmosphere of mystery and tension. Our sound partners YouTooCanWoo created layers of tactile sound effects and clipped audio—at once familiar but ambiguous—to keep the viewer guessing and complement the fractious nature of the brand’s visual elements.