Troika Design Group Rebrands Oxygen Network

Raz Public Relations June 18th, 2008

New Logo and Identity Package Encourage Audiences to Live Out Loud

Troika Design Group, a strategic network branding and design agency, has given The Oxygen Network a new look, including a revamped logo and a comprehensive on-air identity package. Oxygen unveiled this rebrand, along with a new tagline “Live Out Loud” and programming schedule, on June 17, coinciding with the premiere of Tori & Dean: Home Sweet Hollywood.

“We brought in Troika because we wanted to build the new brand of Oxygen,” said Jane Olson, SVP of Marketing & Brand Strategy for Oxygen. “We needed a package that could not only house our hit shows, but create a consistent promise and place for our audience. Troika really understands how important that is and brought great strategic thinking to all the elements. Troika has been a terrific partner.”

Oxygen’s core audience‹which the network calls “Generation O” are women aged 18-34 who are trenders, spenders and recommenders. They are take-charge women with a zeal for life, qualities Troika Design Group encapsulates in the new logo featuring a big bright, slightly slanted yellow “O” circling the word “Oxygen,” which rolled out across all platforms starting on June 17.

Troika also produced a robust broadcast package comprising Oxygen brand elements and promo packaging for each of the network’s original series, including Tori & Dean: Home Sweet Hollywood, The Janice Dickinson Modeling Agency, Snapped and others, all distinguishable by a colorful, upbeat palette and the “O” logo used as a design treatment. In addition, Troika created a playful toolkit of graphic elements that connect to specific shows. The Janice Dickinson Modeling Agency package for example, features iconography such as chili peppers and ice cubes to represent the show host’s fiery attitude and fun loving nature.

“Our goal was to give the Oxygen brand a new identity that was vibrant and high-energy and that was better suited to the smart and sassy women who tune in to its programs,” said Reid Thompson, Creative Director, Troika Design Group. “Being involved in transitioning the network was a whole lot of fun.”

About Troika Design Group

Troika is an award-winning design company known for producing memorable visual brand identities. 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, promotional and advertising campaigns, and show packaging.

Founded in 2001 by industry leaders Dan Pappalardo, Mark Bohman and Chuck Carey, Troika is one of the premier providers of strategic design and creative production for television. The company’s approach to design is clever, thoughtful and focused, delivering standout concepts while remaining faithful to a client’s brand ideals. Troika has worked closely with top television and cable networks including ABC, FOX, ESPN, The CW, STARZ, truTV, MHD, HGTV, E! Entertainment Television, Animal Planet, Food Network, NFL Network, Fine Living, VH1, TV Guide Channel and NBC Sports.

For more information, please visit www.troika.tv or call Robert Blatchford at 323.965.1650.

About Oxygen:

Oxygen is a program service of NBC Universal Cable Entertainment and is currently available in over 73 million homes. The network was launched in 2000 to fill a void in the television landscape — creating a network targeted to younger women. Oxygen is rewriting the rulebook for women’s television, with a vast array of unconventional and original programming including “The Janice Dickinson Modeling Agency,” “The Bad Girls Club” and “Tori & Dean: Home Sweet Hollywood.”

TROIKA DESIGN GROUP PRODUCTION CREDITS

Creative

Executive Creative Director: Dan Pappalardo

Creative Director: Reid Thompson

Lead Animator: Jim McDaniels

Senior Designer/Art Director: Heather Kim

Designers: Maziar Majd, Daniel Garcia, Steve Pacheco, Camille Chu, Han Lee

Designer/Animators: Marc Juon, Everett Campbell, Moshe Sayada, Craig

Stouffer

Animators: Greg Reynard, Adam Smith, Brad Mitchell, Mark McConnell, Garrett

Kingsley, JongWoo Heo, Ming Hsiung, Ben Hendricks

Designer/Design Assistant: Mindy Park

Design Assistants: Vanessa Koch, Jinmi Choi

3D Modeler: Jeff Sargeant

Editor: Hans Carillo

Asst. Editor: Jeff Hayford