Change is bold, brave and progressive. Our goal is to brand Sundance as an agent of change from concept all the way down to execution.

In order to reposition The Sundance Channel to reflect that it is a destination for culture & independent thinkers, not just film enthusiasts, the brand must have an own-able voice & approachable personality. Their tag line, “”font-style: italic;“>for a change” provides a base that stays true to the core brand and allows us to experiment with design and application that appeals to a wider audience. By activating the concept of change, from word play to animation, a soulful voice & sophisticated look come to life. The network ID suddenly evolves into a place & personality, not just a graphic system. A bold color palette creates a rich, saturated environment that doesn’t take itself too seriously. Seamlessly integrated cultural icons & characters accentuate the unique attributes & content own-able only to Sundance. Overall, this thoughtfully designed system visually & conceptually sets itself apart from any other network package on television & redefines what the Sundance Channel is.