Lifetime (2016)

Trollbäck+Company worked on the rebranding of Lifetime Network, where they developed the ‘Me’ campaign for the network to aggregate the personal voices of strong women.

“Lifetime is defined by its viewers — not the other way around. Leveraging the idea that “Lifetime is me,” we developed the “Me” campaign to aggregate the personal voices of strong women. Respect me. Don’t push me. Don’t stereotype me. Social media icons express similar calls to action — tweet me, text me, tag me — and push viewers to keep the conversations going.

Fun, flirty, fierce, fabulous — the network means different things to different people. So why try to contain it? The look we created is strong, modular, modern and sets a new tone for the network. Welcome to the Fempire” – Trollback+Company’s website

Two robust, modular toolkits were designed — one for reality programming and one for Lifetime Original movies — adapting seamlessly to the network’s evolving content. Strong palettes accented with bold patterns create added brand expressions. Transitions and information backplates utilize kinetic “glitches” to energize the aesthetic.

The small, subtle animations of the Lifetime logo and the way the media icons animate in while inside the logo adds a bit of a fun element. The packaging is minimal, making use of bold typography with patterns.

LIFETIME’S MONTAGE