CBS News Stations
Identity and news package
CBS News and Stations is a division of CBS Entertainment. I collaborated with Trollbäck who were tasked with expanding CBS News’ visual language for rebranding its 28 stations across the US. The idea of being national through local was the center point of the concept, we enhanced the mood with a color theory to accommodate the flavor and lifestyle of local stations across the country. Adding color to CBS News is the strongest identifier for local Stations.
As a result, we created a motion design language and an extensive news package with various applications. A design system specifically for in-studio graphics and news monitors used in stations was also developed. We delivered everything with flexible toolkits and extensive guidelines for use at CBS News’ 28+ stations.
Visual language
CBS Stations’ visual language uses dimensionality in eye shapes, strokes, graphic behaviors, mixing eye graphics with 3D elements, and image treatments. We also introduced dimensional typography to emphasize station call letters. Layout & and compositions are created on a grid and can easily adapt to different formats.
Motion behavior
The CBS Stations’ motion language elegantly complements the sleek and minimal design system. The motion principles of pop, slide, and scale are more restrained in the News space.
Role: Art Director + Senior Designer
Created at: Trollbäck+Company
Client: CBS News
Creative Directors: Fran Roberts, Erin Kilkenny
Animator: Mieka Jewett
Senior Producer: Natalie Studdert