Creative Review — Freeform's Rebrand Reflects Its Commitment to New Perspectives
The people at Creative Review took the time to cover the new purpose and re-brand we recently launched with our friends and clients at Freeform.
COLLINS “was briefed to bring the platform to ‘a new generation of viewers’, by emphasising Freeform’s commitment to ‘young adult stories that buck tropes, flip scripts, and curb such conventions’.”
Not to get too geeky, but as part of the project, we worked closely with the leadership and creative team at Freeform and with the global typography company Monotype to create a new way to deliver a brand voice. We used the very first cut of Helvetica, Neue Haas Grotesk (designed in 1957-1961 by Max Miedinger and Eduard Hoffman at the Haas Type Foundry), and developed a system which allows letters to evolve, shift and warp to better express different ideas, themes and emotions.
As CR said “It makes for striking branding when used in static imagery, but really comes to life in motion – which feels fitting for Freeform’s new positioning…”