Style has been on the air for over ten years and though they’ve enjoyed some success building an aspirational, upbeat network that viewers trust, the brand wasn’t reflecting their full potential. They were looking to make a big splash, and to craft an image that truly lived up to the promise in their name. We really wanted to capitalize on this opportunity to give Style a look, energy, and point of view that would help them stake their claim in the category.

We took our initial inspiration from something in the original brief: seeing the world through a 'style-filter' and we channeled it into the idea of illustrating how a style-obsessed mind works. How do über-style-fans see the world? They’re constantly searching, marking, clipping, pinning, liking, blogging, comparing, shopping. They’re looking at your shoes, watch and wondering where you got that shirt. We tried to visualize that process and illustrate that mindset.

The logo itself is an example of this idea in action, it can easily be dressed up or down without losing its core identity. It can feel sophisticated and subtle or brash and bold. It's just one part of our toolkit that strikes the necessary balance between a loose, expressive design and the structured, defined brand package any network requires.

“A very novel, bespoke, and relevant look for a style-obsessed channel and audience.”
Brand New >

Logo

The logo itself is an example of a style-obsessed mind in action, it can easily be dressed up or down without losing its core identity. It can feel sophisticated and subtle or brash and bold. It's just one part of our toolkit that strikes the necessary balance between a loose, expressive design and the structured, defined brand package any network requires.

Logo

Logo Construction

Logo Fills

"Signatures" used throughout the identity.

Collateral

“It was a tall order, but Gretel delivered on all fronts. We were in love with the look, energy and point of view right from the pitch.”
– Bear Fisher, SVP Style

Brand Elements

We have a lot of elements to choose from, but we’d never use them all at once. We’ve established clear rules for how to mix, match and accessorize everything so it’s dressed for the occasion.

Empire Girls

Chicagolicious

Jerseylicious

Process