AXN is a television network broadcasting in over 51 countries around the world. AXN is all about action and suspense, airing films and television series produced by Sony Pictures. Sony approached 160over90 to help them in translating their on-air graphics into a print campaign and brand guidelines. The challenge: the graphics had to be flexible and dynamic in order to suit the varying tastes of the international demographics that viewed AXN. Each country needed to be able to adjust the graphics to fit their particular audience’s tastes.

Our solution was to create a graphic system where objects, colors and layers could be snapped on and off. This gave each country the ability to adjust the complexity, energy, and drama of a given layout. To explain this to the different marketing departments in every country we created brand guidelines that demonstrated a variety of spectra in different aesthetic categories. We gave examples of how adjusting different categories, like a graphic spectrum from static to more energetic could alter the number of objects and layers that appeared in a layout.

Once the guidelines were finished we executed a variety of templates for varying mediums using current programming content, leaving the different layers adjustable given the different spectra outlined in the brand guidelines.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Designer: Matthew Bednarik; Copywriter: Cory McCall.