Oxygen was missing out on substantial viewership opportunities by overlooking a younger demographic of women. Young women were not seeing true representations of themselves on television and were put off by the programming. The challenge was to bring a fresh and new feel to Oxygen that would be inviting to a younger audience while retaining our core.
In order to speak to that younger audience, we found authentic characters and environments that reflect their view of the world. Creating scenes that felt optimistic, vibrant, bold and perfectly imperfect. Mod Op then delivered on a messaging and visual system that spoke to millennial sensibilities using short bursts of communication with reductive, playful phrasing.
Using the new tagline, “Very Real,” as the guiding principle, we crafted a wholly new brand identity, encompassing a modern, clean and vibrant aesthetic.
We also refreshed their mobile app and website design to reflect their new, youthful and vibrant visual identity.
The rebrand worked — and the audience shift was apparent almost immediately!