Space For Space
The Television City Story
The most meaningful creative projects often follow a winding path rather than a straight line. The Television City project was no exception. As we approached this iconic production facility, we knew we weren't just creating another brand identity—we were shaping a space that already exists in both the physical world and in people's minds.
Thinking Beyond the Screen
Television City stands as Los Angeles' premier production facility. It has interesting architecture, a place in history, and is the home of The Price Is Right. The new brand identity we crafted had to navigate the legend of the iconic venue while creating a renewed meaning that felt inspiring for its audience.
As I've learned through experience, "creating space" is the highest criteria we can apply to our professional creative work. In Television City's case, this meant designing more than just a logo or visual system—we needed to create room for what this historic studio space and brand could become for creators.
Embracing the Creative Process
Creative work rarely follows a straight line. With Television City, we embraced the natural rhythm of ideation and refinement, understanding that our first concepts would be stepping stones rather than final solutions. The project demanded patience as ideas evolved, transformed, and sometimes needed to be dismantled before the strongest approach could emerge.
First we dismantled the name to find a way to view the place differently. As we explored the concept of "TELE — VISION — CITY," breaking it down to its etymological components, we discovered rich territory: Ancient Greek "tele" meaning "far," Latin "visio" meaning "sight," and the permanent, densely settled place that brings it all together. This was a place that stood for a new vision. When it was designed and built, it was THE modern approach to development. Today, it needed to be the modern approach to digitally enabled production.
Revitalizing an Entertainment Landmark
In the end, what matters about the Television City rebrand isn't just the visual elements we delivered. It's the space we created for this iconic venue to evolve into its next chapter. The identity doesn't demand attention; it invites engagement. It doesn't impose; it transforms.
The new Television City brand already exists not just on billboards and business cards, but in the imagination. It creates movement and balance, carving paths through a crowd of other studios and landmarks. It doesn't just deliver on a brief—it creates room for what the brand can be, for the stories that will be built there, for how surprising these productions can become.
In a world saturated with brands and developments, Television City now has room to breathe, to grow, and to continue shaping the future of entertainment in Los Angeles.
Finding the Big Insight
Our breakthrough came when we positioned Television City not just as a production facility but as "BUILDING THE FUTURE OF ENTERTAINMENT WITH LA." This wasn't just a tagline—it was the space we were creating within the entertainment ecosystem. It is actually Los Angeles’s, as opposed to Hollywood’s, only production facility of its scale. The location was repositioned to be part of the large ecosystem of LA’s development of a foundational industry.
Focusing on the entire story rather than perfecting individual elements, we looked at how all the components would come together as a cohesive whole. The vibrant gradient that transitions from sunset orange to pink. The modular logo system that works across contexts. The photography that captures both the technical and human aspects of production. We put LA’s ethos into the brand and then tagged it TVC.
Before, the location had an address and a historical marker. With this new brand, the future TVC will have a reputation for being a landmark location in an entire city. This new brand compliments the new architectural changes the owners were planning.
Shaping Physical and Mental Space
As with any brand identity, we had to think about how our work would take up space—both physical and mental. The Television City identity needed to live across signage, digital platforms, marketing materials, and in the minds of creators who would work there.
We considered both what we were adding and what we were taking away. The clean, modular approach to the TVC letterforms offered flexibility while maintaining recognizability, carving out a distinctive space in a crowded entertainment landscape. The color bars inspired palette heightened the historical presence in the brand’s role in popular culture. Together they created a frame through which the brand would communicate to the city, to creators, and eventually to viewers everywhere.