PBS

Context

Refine and optimize PBS's visual identity and motion package to reflect the brands commitment to creating moving human stories that reflect the complex diversity of the American experience

Strategy

As long time fans of the non-profit and its cherished place in public programming, we were honored to leverage existing brand elements to bring visibility to the bright, welcoming and moving human stories.

Solution

Evolve and optimize the color palette, pattern system and motion graphics package to position PBS as a modern brand while maintaining a consistent visual identity across all touch points.

Design System

Color and Pattern

Motion Theory

Design System

Our goal was to leverage existing and new brand elements to reinforce the PBS design principles of "moving," "welcoming," and "bright."

Our team optimized the core blues by introducing a gradient with more depth and dimension as well as refined and updated secondary colors to achieve brighter and more cohesive use of color across all brand interactions.

Color and Pattern

We partnered with leadership to elevate and dimensionalize color within the motion package with the subtle usae of light and depth across backgrounds and typography.

Our introduction of more scalable flexible patterns, complimented and integrated harmoniously with the new design system and will scale effectively across all touch points.

Motion Theory

We established a more sophisticated and diverse motion language with a more nuanced and intricate details that draw the eye in and captivate the viewer.

Our evolved "moving" device zooms out to reveal the greater context and closes in to find beauty in the details of a story.