2013-12-04 22:01:04 -
Dlife, Japan’s first foreign-owned and free channel targeting women and families, recently turned to its longtime creative partner and go-to entertainment branding agency loyalkaspar to launch “Disney Time,” a new branded block of children's programming.
Working closely with the network’s creative team, loyalkaspar created a vibrant 3D-animated package that amps up the excitement for the free two-hour block of Disney programming.
loyalkaspar Creative Director Daniel Dörnemann led the comprehensive brand strategy, which included helping to conceive the “Disney Time” name, designing the logo, identity package, and website template, print ad elements, and original music.
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The visual identity of "Disney Time" is a playful twist on the sophisticated photo-real package that loyalkaspar created for Dlife's network launch.
Set to cool blue backdrops, the graphics unfold into a dynamic world of fun and imagination, highlighting Disney favorites, such as Lilo & Stitch and Phineas & Ferb.
“Our challenge was to communicate Disney Time’s unique identity without losing its tie to the overall Dlife brand,” explains Dörnemann. “We explored different conceptual platforms for the branded block, reimagining the composition and animation language familiar to Dlife while maintaining brand continuity that would speak to both moms and their kids.”
loyalkaspar created a graphic system around the concept of attraction, playing with the concept of gravity by having various elements float or explode like confetti. By turning gravity on and off, the team was able to truly expand the animation language.
“We were lucky to have a very seamless process with the client, who shared our enthusiasm for collaboration and organization,” concludes Dörnemann. “This has been a longstanding 360-degree relationship for us, and Dlife entrusted us to take their brand to the next level. We gave this programming block its own personality with a new animation language that we believe will translate beautifully to future branding opportunities.”
Project: Dlife “Disney Time” Branded BlockAirdate: November 2, 2013
Client: Walt Disney Company, Japan
Entertainment Branding Agency: loyalkaspar/New York, NYChief Creative Officer/Principal: Beat BaudenbacherPresident/Principal.
David HerbruckCreative Director: Daniel DörnemannHead of Production: Scott LaksoProduction Coordinator: Travis HoggardLogo Designer: Michael CinaDesigners: Tammy Hahn, Kaz IshiiMaya Animators: Jean Delaunay, Chris Foster, Chris RussoCompositors.
Chris Foster, Kaz Ishii
Audio Post/Music Composition/Sound Design/Mixing: Greg Smith, Kick Music/Los Angeles, CA
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