Enterprise Service Offering: Creative Team Augmentation
Condé Nast is a major media company, headquartered in New York City. Through titles like Bon Appétit, The New Yorker, Vanity Fair, Golf Digest, Tatler, and Vogue – and many more – Condé Nast reaches over 164 million consumers.
Condé Nast Entertainment is the company’s film, television, and premium digital programming division. Recently, this division launched a project to create over-the-top (OTT) channels for 12 of its shows. OTT channels enable consumers to view content online without the need for paid for cable or satellite TV platforms.
What They Needed
Taking well-known and much-loved brands into OTT channels calls for careful management of their visual assets. That’s why Condé Nast needed expert help in configuring the 12 brands’ logos to fit the OTT design system.
They needed to be sure that these logos would be optimised for OTT channels and that they’d function properly on users’ devices. Condé Nast’s team also needed advice about what type of banners and other visual assets to use.
We took up the challenge. We demonstrated to Condé Nast that, as their trusted partner, we would ensure that their logos and other assets would perform exactly as they needed to on the new OTT channels.
Our team included a creative director, an account manager, a project manager, and people from our production and design teams. For the next ten weeks, they worked closely with IP owners, creative directors, business affairs managers, and project managers at Condé Nast.
In this time we created design systems that allowed us to stylize all the existing logos and visual assets and convert them to work within Condé Nast’s OTT environment.
From here, the project evolved into a full-scale visual branding exercise, with PRDXN providing the creative and senior management teams Condé Nast needed to develop and complete the project by launch date.
As well as distilling several hundred images down into a usable library of assets for its OTT channels, we helped Condé Nast complete what became an expanded project within the original, tight timescales – none of which compromised the quality of the finished product.
Or as Matthew Duckor, VP, Video at Condé Nast, put it: ‘Our video content has never been presented so well – that’s all due to the incredible design sense of really talented folks who worked incredibly hard under very, very tight deadlines.’