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COURT TV Join the Investigation |
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Court TV is a unique cable network whose legacy began with live courtroom coverage of major trials, allowing America to peer into the inner workings of our justice system. Today, the network has expanded its programming to include movies, original documentary series and dramatic series. Our challenge was to help the network find a common thread that would attract viewers. We began by conducting a brand audit of all internal executives to arrive at a new brand positioning that claimed Court TV as home base for the "people and the process involved in solving crimes." The program menus, promo elements and lower-third graphics used 3D animation techniques to deconstruct the network's fingerprint icon, integral to its logo, as a technique to reinforce the network's investigative focus. We also developed the creative for an award-winning on-air campaign that takes the unknowing viewer through a crime in reverse, revealing the clues that ultimately lead to a criminal's apprehension. Court TV's growing success encouraged everyone to "Join the Investigation."  |
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