Lush, visually evocative images of natural elements form the basis of Loyalkaspar comprehensive creative brand launch for LIME ?‚àö√ë‚àö¬® Healthy Living with Twist, the new lifestyle brand with a fresh perspective on healthy living, including content related to wellness, sustainability and personal growth. The multi-platform brand extends beyond television to include Sirius Satellite Radio, online at lime.com, on-demand and on mobile phones. LIME is led by media veteran CEO C.J. Kettler, and backed by AOL co-founder Steve Case and his company, Revolution Living.
‘LIME is a new entity, so the brand essence needed to be put into a visual style,’ said Kettler. ‘We were particularly focused on developing a brand look and feel that would not only translate across multiple platforms ?‚àö√ë‚àö¬® from TV, to web, to mobile and on demand, but also integrate a very organic, hand drawn emotional connection to the brand.’
To create the brand look, Loyalkaspar began the process by focusing on some of the ?‚àö√ë‚àö‚â§big picture’s topics that drive LIME unique content ?‚àö√ë‚àö¬® such as ‘Health,’ ‘Planet,’ ‘Balance,’ ‘Motion’ and ‘Food’ ?‚àö√ë‚àö¬® and from there designed a visual style that cleverly reinforces those broad ideas by giving them both depth and context.
‘We felt strongly that the look needed to be very human, tactile, environmental and approachable,’ said Beat Baudenbacher, Loyalkaspar co-founder/director, ‘and to LIME credit they let us do what we do best ?‚àö√ë‚àö¬® create something that both communicates and is fun to look at. Something that not just another corporate TV package.’
For example, ‘Balance’ features live action (all shot on 35 mm film) of a loving couple intimately interacting at home. Around them delicate animated elements swirl and float upwards representing the emotional and spiritual connection between them. For the ‘Beyond’ ID, Loyalkaspar took a more mystical approach with the live action. A woman is captured in a very private setting, preparing for a bath. A henna-art inspired tattoo animates across her naked back and drifts toward a nighttime sky, forming a constellation that then transitions into a woman in a lotus yoga position.
‘LIME is not your standard TV network,’ said David Herbruck, Loyalkaspar co-founder/director. ‘It a multi-platform brand with extensions in every new media. The real challenge was to find a way to organize everything in a way that made sense to such a broad target without allowing the information design to overwhelm the brand. Above all else, LIME is about people and a welcoming, non-elitist lifestyle.’
To that end Loyalkaspar not only created the vibrant on-air IDs, but also an array of menus, promos, lower-thirds and logo treatments that are incorporated not only on the broadcast channel but throughout all of its content platforms.
Complementing the visuals is the originally composed music by Greg Smith of Kick Music, Los Angeles, who first developed the audio mnemonic for the brand in general, and then struck the perfect tone for the IDs and promo elements with a combination of acoustic instrumentation and organic and natural sounds arranged into melodic orchestrations.
LIME?‚àö√´¬¨¬¢ (www.lime.com) is a multimedia lifestyle brand with multiple platforms devoted to delivering entertaining and insightful content to the growing worldwide community focused on leading a healthier, greener, and more balanced lifestyle. LIME is currently available on Television, Sirius Satellite Radio channel 114, on demand with cable providers nationally, on mobile phones and at lime.com. LIME is owned by Revolution Living LLC and is headquartered in New York City.
Recognizing that the process is often more rewarding than the end result is just one of the ways design house Loyalkaspar distinguishes itself from the creative herd. Founded by directors David Herbruck and Beat Baudenbacher, Loyalkaspar has quickly earned a reputation among advertising creatives and network producers as a creative hub where daring creative and innovative execution intersect.
For more information visit www.loyalkaspar.com.
Project: Network Identity Launch
Production/Design: Loyalkaspar, New York
DP: Andrew Turman
Music: Kick Music, Los Angeles
Composer: Greg Smith