Turner's Cartoon Network Partners with Hollywood-Based Troika to Develop a Comprehensive Style Guide


Last Updated: June 9, 2016 7:27 pm GMT
(Los Angeles, California--June 9, 2016) Turner’s Cartoon Network (www.CartoonNetwork.com) partnered with Hollywood-based branding and marketing innovation agency Troika (www.troika.tv) to develop a comprehensive style and usage guide that aligns their international markets around the latest evolution of their brand identity, “Dimensional.” Troika articulated an adaptive grid framework that connects to past iterations of their on-air look while accommodating future evolutions. Troika worked closely with the Cartoon Network team to establish rules and more importantly, the rationale behind the design and animation.

As part of the collaboration, Troika designed and delivered a dynamic insert and promo system that provides brand consistency, unexpected storytelling opportunities, and encourages creative freedom. Infused with Cartoon Network’s humor and personality, Troika created a robust interactive usage guide to help educate, inspire, and bring consistency to the Cartoon Network global brand.

Jacob Escobedo, Vice President of Design/Creative stated, “We asked Troika to do the impossible. I’m surprised, actually, that they didn’t throw us out of their office when we dumped all of our design fragments and bits in their lap and asked them to piece it all together into a comprehensible system. They handled the challenge like pros, transforming our on-air packaging into a dynamic and cohesive environment. All of this while feeding us amazing cookies.

Larry Morris, Creative Director On-Air, continued, “We had a lot of design fundamentals already in place, but we really needed a system that made sense and allowed us to have fun. We basically had a floor full of thousands of video Legos, and we needed a manual for putting them all together. The last thing you are thinking of at the end of the day is ‘Gee, I’d really like to work a one thousand piece puzzle right now.’ What Troika allowed us to do was build onto a modular system and grow the Cartoon Design brand towards a unified look.”

Creative Director Seton Kim stated, “I’m extremely proud of the work we accomplished with Cartoon Network. Susan, Larry, Jacob, and their entire team are incredibly talented and a pure joy to work with. Not only was it an opportunity to work with a beloved brand, it made me look like a hero to my kids! We look forward to collaborating with Cartoon Network again in the future.”

Cartoon Network’s credits for the work include: Susan Shipsky - Vice President, Production; Jacob Escobedo - Vice President, Design/Creative; Larry Morris - Creative Director, On-Air.

Troika’s credits for the work include: Account Director Amy Palmer, Creative Director Seton Kim, Producer Julia Torchine, Art Director Jeni Wamberg, Designer XinXue Wang and Writer/Strategist Liz Vogtsberger.

About Cartoon Network

Cartoon Network (CartoonNetwork.com) is Turner’s #1 ad-supported cable network with children 6-11 in the U.S., with a global offering of the best in award-winning animated entertainment for children and families across multiple platforms. Available in 192 countries and over 370 million homes, Cartoon Network takes its responsibilities to its audience seriously by embracing key social issues affecting families with initiatives such as Stop Bullying: Speak Up. Cartoon Network is part of Turner, a Time Warner company, and creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.

About Troika

Troika is a branding and marketing innovations agency that partners with brands to build audiences and fans. Specializing in entertainment and sports media their staff is made up of industry specialists including brand strategists, media anthropologists, marketers, creative directors, directors, designers, writers, editors, animators and programmers. Troika’s client roster features top brands such as NBC, Fox, Turner, Starz, AMC Networks, Amazon, Hulu, ESPN, UFC, CBS Sports including the 2016 Super Bowl, AT&T Sportsnet, Time Warner Cable, Comcast, Sony Pictures Television, CNN, Red Bull, Cirque du Soleil, Riot Games, Machinima and Awesomeness TV. For more information, visit www.troika.tv.


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