TeenNick

Brand Identity

Context

Re-think the look and feel of Nickelodeon’s tween-targeted network for a new generation of young, digital-first, and totally diverse viewers.

Strategy

Focus network on that “in-between” time in every kid's life by leaning into aspirational messaging, classic Nickelodeon humor, and dynamically playful graphic elements.

Solution

A robust cross-platform design package of IDs, bumpers, custom type animation, and more blends real kids with the TeenNick universe in one of the freshest on-air identities that speaks directly to the Gen Z demographic.

Services

+ Visual Identity + Animation + Graphic Design + Iconography + Production + Live Action + CGI + Custom Typography + Editing + Post-Production + Brand Guidelines + Motion Guidelines + Animation Toolkits

Creative Concept

Being a tween today is… complicated. It’s a time full of awkwardness, discovery and all sorts of changes.

Everything is “in between” — and that’s something to be celebrated. Our design strategy for the TeenNick rebrand began with interviews with real-world teens and pre-teens, and experiments with all of the in-between moments in kids’ lives, both within the TeenNick universe and the day-to-day lives of its audience. It’s a universe where the modernity of the Internet meets the weirdness of real life in a way that feels tactile, original, and totally authentic to a Gen Z audience.

Design System

The heart and soul of the TeenNick brand relies on its deep modular, reactive typography and graphic animation toolkit.

We pulled inspiration from both analog (old-school public theater brochures, Insta- style filters) and digital (internet swipes, scrolls and pop-ups), reinforcing the concept of being “in between” two worlds. Type stretches, squishes, pulls and responds to on-air imagery across the network’s bumpers, IDs, endpages. Loopable vector icons can be dropped in anywhere to add playfulness to any animation or video. We also created a super-dynamic live nav framework to bring a sense of immediacy, play, and online freshness to the network that is then carried through across the network’s social and digital touchpoints.

Live Action

Crucial to our approach was concepting, directing, and editing a live-action shoot incorporating real-life teens.

A diverse cast of kids — some professional actors, some just normal tweens — help blend the network’s shows with the constantly-changing world its audience is living in while giving a fresh feel to the content. Working with famed photographers Anaïs & Dax, we also leaned into and experimented with a new, lighter, more versatile way of shooting live action, using two cameras to capture still bursts of our talent. The technique makes the entire network feel raw, authentic, and 100% in-the-moment.