Troika Design Group Launches ‘SO FOX’ Campaign To Kick Off FOX’s 2008/2009 Fall Season

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Troika Design Group

, a strategic branding and design agency for companies in media and entertainment, has been tapped by FOX to assist in developing a branding campaign for the 2008/2009 fall programming season. FOX’s new look debuted August 18, 2008, with elements continuing to roll out until the fall season’s official launch on September 1, 2008. FOX selected Troika to implement the “SO FOX� concept and create a contemporary visual expression that would embrace the network’s maverick spirit and capture the attitude of this new brand position.

Said Michael Vamosy, Sr. Vice President of Design, “After presenting Troika with our ‘SO FOX’ branding statement, we charged them with developing a design package that would redefine the network’s attitude and capture the fundamental essence of our personality. With ‘SO FOX’ as a stepping-off point, we wanted a design system that could communicate our brand in a fresh, bold and original manner. Troika thoroughly understood what we needed and its creative perception really elevated the material. The company’s design team executed a bold package that is smart, clean, beautiful, functional and versatile.� “We always look forward to the creative challenges that the FOX team brings to the table because they’re willing to take creative risks,� said Gilbert Haslam, Creative Director, Troika Design Group. “Our solution for this year’s identity was a bold orchestration of color, abstract shapes and typography that was juxtaposed with talent imagery. This type-based graphic identity delivers on originality with an animated tapestry of FOX attributes text-layered and infused into the photograph, embedded into the backgrounds and utilized as seamless talent transitions. This signature type-texture became the thread of continuity throughout the entire package.�

In combination with an extensive promo toolkit of image-driven elements and production templates for network and affiliate branding, Troika produced a :60 image spot starring top talent from the network’s lineup of comedy, drama and reality shows, such as Hugh Laurie from House, Wentworth Miller from Prison Break, Kiefer Sutherland from 24, Eliza Dushku from Dollhouse, and others. By showcasing the strong characters and faces of the network talent, the promo creates a strong emotional connecting between its shows and the FOX brand, using shared attributes that are quintessentially FOX.

About Troika Design Group

Troika is an award-winning design agency known for its memorable visual brand identities, strategic design and creative production for clients in media and entertainment. Based in Hollywood, Troika combines a unique hybrid of skills with a team of more than 25 designers, producers, animators, editors and conceptual thinkers who specialize in network branding, show packaging and promotional and advertising campaigns. The company was founded in 2001 and is led by industry veterans Dan Pappalardo and Chuck Carey. Troika's approach to design is innovative, sophisticated, clever and thoughtful, while delivering standout concepts that remain faithful to client brand ideals. The company has worked with top networks, including FOX, ABC, ESPN, The CW, Starz, truTV, MHD, HGTV, E! Entertainment Television, Animal Planet, Food Network, NFL Network, VH1 and NBC Sports. For more information, please visit

or call Robert Blatchford at 323.965.1650.


Title: Fox ReBrand 2008/2009 Airdate: August 18-September 1, 2008 Design/Branding Company: Troika Design Group Executive Creative Director: Dan Pappalardo Creative Director: Gilbert Haslam Executive Producer: Kristen Olsen Producer: Claudina Mercado Lead Designer / Animator: Craig Stouffer Designers: Marc Juon, Daniel Garcia Animator/Editor: Mark McConnell Animator: Jim McDaniels Project Coordinator: Aimee Safko Design Assistants: Mindy Park, Andrew Shin Editorial Assistant: Jeff Hayford