ABC Family Rebrand for Loyal Kaspar
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Bolder, smarter, more immediate, more relevant. Shedding the perceptions that limit the brand while holding true to those qualities that distinguish the network. Committing to our core audience with vigor and focus. Retooling to contend with the competitive environment and future-proof our business.
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ABC Family already enjoys impressive results among our core target audience, ranking second among women 18-34. There is an incredible opportunity to be seized by broadening our appeal among the teens and young adults of both genders that make up the 73 million Millennials in the US and the 2 billion worldwide. We’ll reach this substantial audience by narrowing and clearly defining our brand focus. !
This evolution sets us up to be the leading brand among the world's biggest demo, and to stake our claim as the foremost youth brand within DATG and The Walt Disney Company.
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We also have a perfect opportunity to carve out ownable creative whitespace. Our optimism separates us from today’s more sensationalist and trashy youth brands, and our sense of fun and spectacle keeps us from being downbeat and preachy. We now need to add qualities in sync with the urgency, engagement, sensibility and creativity of a contemporary young audience.
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Yes, Yes and Yes. Our core attributes of optimism and heart are fundamental to the brand and as powerful as ever. But we must adapt to the tastes and lifestyles of a new generation of young people, by making a clear zag toward the unexpected, the disarming, and the imperfect. We’ll continue to explore diversity of all kinds. We’ll be less predictable, less glossy, and less sweet.
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Instead of chasing a specific generation, we’re going to own a universal lifestage. !
We’ll sharpen our focus to sync up with a shared experience that’s most intense from late adolescence to early adulthood — a wild ride full of contradictions, possibilities, and transformation. !
We call this lifestage, full of thrill and potential, Becoming, and fundamentally we are all Becomers.
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Becomers live in that sometimes scary, often exhilarating place between who they are and who they want to be. !
Perfectly chaotic. Flawlessly bent. Gloriously gritty.
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Becomers are the customized collective. Strengthened by community, energized by shared experience, and comforted by connection. Old enough to make their own decisions and young enough to screw it up royally. !
They’re evolving. They’re becoming... something. And we’re right there with them. We’ve all been there, and the characters and people in the stories we tell are going through the same things.
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For our audience, every day is epic. Emotions are amplified, decisions are huge, connections are unforgettable, first experiences are life-changing. Every Becomer is the star of his or her own epic story, and we think those stories make amazing entertainment.
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We will become the #1 brand in the world for Becomers.
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We ignite the imagination and creative expression of Becomers worldwide, fueling their dreams, desires and curiosity. We provide the content, platforms and tools to entertain, engage and ignite unexpected connections and untethered creativity by truly celebrating and empowering the passion of our audience.
20
Becomers are our partners in creation. They add their unique stamp to what we offer and give it life far beyond the screen. !
They don’t just engage with what they love by sharing it, they use it as a hub for community and a spark for creativity, expressing themselves through writing, art, photography, curation and fashion, both online and in the real world.
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We put new ideas in motion and use fun and unexpected ways to ignite fandom. We deliver digital bites of content centered around the themes of the shows and characters that obsess them. We curate, agitate, and activate our fans by making sure everyone's voice matters.
22
The most successful modern media brands encourage and support active fan expression. They inspire creativity, discussion and curiosity. It's about building and maintaining a passionate, authentic community, then giving that community the tools to engage with their brand and each other through creative self-expression.
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We don’t talk down to our audience, try too hard to relate, strain to prove our relevance. We connect on the same level—authentically, personally, without pretense. Because we speak the same language.
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SMART YET ACCESSIBLE Stories that are diverse, clever, captivating and kinda messy, told with wit, charm and a whole lot of brains. Everyone’s invited. No dress code.
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CURRENT & CONNECTED We’re obsessed with discovering and sharing what’s new, what’s fascinating, what cracks us up, what moves us. And we love the chain reactions that follow.
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AMPLIFIED YET ANCHORED We’ll travel to amazing, larger-than-life places with some insanely magnetic people, but we’ll never forget who we love or where we came from.
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FEARLESSLY OPTIMISTIC We’re realistic enough to see the world for what it is — a beautiful, messed up place filled with as much darkness as light — but brave enough to fight for it anyway.
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INCREDIBLY ENTERTAINING At the end of the day, it’s all about letting go, having a blast, and enjoying the ride. Every twist, every turn, every second.
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The Walt Disney Company started with a single stroke of ink… ! as Mickey Mouse came to life on a blank piece of paper. Ink turned personal expression into magic, sharing unbridled imagination with the entire world. And that legacy still flows through the stories we tell today.
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That’s because every drop of ink is a molecule of expression. We create with it and connect through it, from bold swaths to small moments. It’s timeless yet modern, fluid yet distinct. This name reflects not just the creative legacy of Disney, but the organic, individual expression of Becomers as they write their personal stories together. Ink invites our audience to add their verse to the story, to get messy, to leave a mark, to sign their names, to get expressive. It’s bold, iconic and modern. Just like Becomers themselves.
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DEMO It’s active, youthful and energetic, but open to interpretation. It invites Becomers to try something new and experiment with expression.
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CUE
It has a feeling of anticipation, makes you lean forward and wonder what will happen next. A cue is a call to action. It implies being current, in the know.
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BETA It feels youthful, yet grounded and strong. Beta is a test before a “proper” release, a work in progress.
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PULSE It has a feeling of progression, life, emotion and rhythm. It implies being on the pulse of what’s current, alive with energy.
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ANTHEM
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ABC FAMILY BRAND EVOLUTION
Bolder, smarter, more immediate, more relevant. Shedding the perceptions that limit the brand while holding true to those qualities that distinguish the network. Committing to our core audience with vigor and focus. Retooling to contend with the competitive environment and future-proof our business.
3
ABC Family already enjoys impressive results among our core target audience, ranking second among women 18-34. There is an incredible opportunity to be seized by broadening our appeal among the teens and young adults of both genders that make up the 73 million Millennials in the US and the 2 billion worldwide. We’ll reach this substantial audience by narrowing and clearly defining our brand focus. !
This evolution sets us up to be the leading brand among the world's biggest demo, and to stake our claim as the foremost youth brand within DATG and The Walt Disney Company.
4
We also have a perfect opportunity to carve out ownable creative whitespace. Our optimism separates us from today’s more sensationalist and trashy youth brands, and our sense of fun and spectacle keeps us from being downbeat and preachy. We now need to add qualities in sync with the urgency, engagement, sensibility and creativity of a contemporary young audience.
5
Yes, Yes and Yes. Our core attributes of optimism and heart are fundamental to the brand and as powerful as ever. But we must adapt to the tastes and lifestyles of a new generation of young people, by making a clear zag toward the unexpected, the disarming, and the imperfect. We’ll continue to explore diversity of all kinds. We’ll be less predictable, less glossy, and less sweet.
6
Instead of chasing a specific generation, we’re going to own a universal lifestage. !
We’ll sharpen our focus to sync up with a shared experience that’s most intense from late adolescence to early adulthood — a wild ride full of contradictions, possibilities, and transformation. !
We call this lifestage, full of thrill and potential, Becoming, and fundamentally we are all Becomers.
7
8
9
Becomers live in that sometimes scary, often exhilarating place between who they are and who they want to be. !
Perfectly chaotic. Flawlessly bent. Gloriously gritty.
10
Becomers are the customized collective. Strengthened by community, energized by shared experience, and comforted by connection. Old enough to make their own decisions and young enough to screw it up royally. !
They’re evolving. They’re becoming... something. And we’re right there with them. We’ve all been there, and the characters and people in the stories we tell are going through the same things.
11
12
13
For our audience, every day is epic. Emotions are amplified, decisions are huge, connections are unforgettable, first experiences are life-changing. Every Becomer is the star of his or her own epic story, and we think those stories make amazing entertainment.
14
15
16
17
We will become the #1 brand in the world for Becomers.
18
19
We ignite the imagination and creative expression of Becomers worldwide, fueling their dreams, desires and curiosity. We provide the content, platforms and tools to entertain, engage and ignite unexpected connections and untethered creativity by truly celebrating and empowering the passion of our audience.
20
Becomers are our partners in creation. They add their unique stamp to what we offer and give it life far beyond the screen. !
They don’t just engage with what they love by sharing it, they use it as a hub for community and a spark for creativity, expressing themselves through writing, art, photography, curation and fashion, both online and in the real world.
21
We put new ideas in motion and use fun and unexpected ways to ignite fandom. We deliver digital bites of content centered around the themes of the shows and characters that obsess them. We curate, agitate, and activate our fans by making sure everyone's voice matters.
22
The most successful modern media brands encourage and support active fan expression. They inspire creativity, discussion and curiosity. It's about building and maintaining a passionate, authentic community, then giving that community the tools to engage with their brand and each other through creative self-expression.
23
24
We don’t talk down to our audience, try too hard to relate, strain to prove our relevance. We connect on the same level—authentically, personally, without pretense. Because we speak the same language.
25
SMART YET ACCESSIBLE Stories that are diverse, clever, captivating and kinda messy, told with wit, charm and a whole lot of brains. Everyone’s invited. No dress code.
26
CURRENT & CONNECTED We’re obsessed with discovering and sharing what’s new, what’s fascinating, what cracks us up, what moves us. And we love the chain reactions that follow.
27
AMPLIFIED YET ANCHORED We’ll travel to amazing, larger-than-life places with some insanely magnetic people, but we’ll never forget who we love or where we came from.
28
FEARLESSLY OPTIMISTIC We’re realistic enough to see the world for what it is — a beautiful, messed up place filled with as much darkness as light — but brave enough to fight for it anyway.
29
INCREDIBLY ENTERTAINING At the end of the day, it’s all about letting go, having a blast, and enjoying the ride. Every twist, every turn, every second.
30
31
32
The Walt Disney Company started with a single stroke of ink… ! as Mickey Mouse came to life on a blank piece of paper. Ink turned personal expression into magic, sharing unbridled imagination with the entire world. And that legacy still flows through the stories we tell today.
33
That’s because every drop of ink is a molecule of expression. We create with it and connect through it, from bold swaths to small moments. It’s timeless yet modern, fluid yet distinct. This name reflects not just the creative legacy of Disney, but the organic, individual expression of Becomers as they write their personal stories together. Ink invites our audience to add their verse to the story, to get messy, to leave a mark, to sign their names, to get expressive. It’s bold, iconic and modern. Just like Becomers themselves.
34
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DEMO It’s active, youthful and energetic, but open to interpretation. It invites Becomers to try something new and experiment with expression.
37
CUE
It has a feeling of anticipation, makes you lean forward and wonder what will happen next. A cue is a call to action. It implies being current, in the know.
38
BETA It feels youthful, yet grounded and strong. Beta is a test before a “proper” release, a work in progress.
39
PULSE It has a feeling of progression, life, emotion and rhythm. It implies being on the pulse of what’s current, alive with energy.
40
ANTHEM
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ABC FAMILY BRAND EVOLUTION
