Troika recently completed its agency consulting work with Starz, a leading provider of premium channels in the U.S., to rebrand the suite of eight ENCORE premium cable channels.
The ENCORE rebrand was developed to bring added value to the previously existing "Playing Favorites" brandline and position, allowing ENCORE to more deeply connect with their audience. Along with a new programming strategy that takes advantage of market opportunities amidst evolving demographics and viewing preferences - including the shift of ENCORE Drama to ENCORE Black, and ENCORE Love to ENCORE Classic - ENCORE looked to Troika to bring "Playing Favorites" to life by establishing a distinct brand voice and identity that connects viewers with the "favorite" movies ENCORE provides.
"Playing Favorites has inherent value, as it speaks directly to ENCORE's content," noted Dale Everett, Creative Director at Troika. "We wanted to bring more meaning to the position by building a brand that takes the role of friend and fellow movie-lover, and express this in unique ways across ENCORE's premium channels through language and visuals."
ENCORE's suite of channels - ENCORE, ENCORE Black, ENCORE Espanol, ENCORE Suspense, ENCORE Family, ENCORE Action, ENCORE Westerns and ENCORE Classic - feature a new brand voice that activates "Playing Favorites" by bringing a fresh, clever take to ENCORE's familiar content. The brand voice is built to connect to a variety of audiences by catering messaging across different channels; "He's Full of Shhh" for Austin Powers on ENCORE, "Yes We Remember" for The Alamo on ENCORE Westerns, "Wrapstar" for Elf on ENCORE Family.
ENCORE's identity is built to visually represent the new brand voice. The identity, rooted in a redesigned logo system, features bold graphics and imagery that bring to life the characteristics of ENCORE's movies and channels. The ENCORE rebrand features a signature design aesthetic to unify all channels, built with flexibility to connect with different demographics and movie content.