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Leo Burnett Spain contacted us to develop and unify HBO Spain's advertising communications and manualize it for 17 other countries. The goals were to improve brand recognition and position it within the online content distribution market, moving from producer to distributor.

Leo Burnett Spain contacted us to develop and unify HBO Spain's advertising communications and manualize it for 17 other countries. The goals were to improve brand recognition and position it within the online content distribution market, moving from producer to distributor.

Leo Burnett Spain contacted us to develop and unify HBO Spain's advertising communications and manualize it for 17 other countries. The goals were to improve brand recognition and position it within the online content distribution market, moving from producer to distributor.

Leo Burnett Spain contacted us to develop and unify HBO Spain's advertising communications and manualize it for 17 other countries. The goals were to improve brand recognition and position it within the online content distribution market, moving from producer to distributor.

Leo Burnett Spain contacted us to develop and unify HBO Spain's advertising communications and manualize it for 17 other countries. The goals were to improve brand recognition and position it within the online content distribution market, moving from producer to distributor.

Another challenge was to visually recover for HBO some of its own productions, such as Game of Thrones, in the hands of its competitors in content distribution.

Another challenge was to visually recover for HBO some of its own productions, such as Game of Thrones, in the hands of its competitors in content distribution.

Another challenge was to visually recover for HBO some of its own productions, such as Game of Thrones, in the hands of its competitors in content distribution.

Another challenge was to visually recover for HBO some of its own productions, such as Game of Thrones, in the hands of its competitors in content distribution.

Another challenge was to visually recover for HBO some of its own productions, such as Game of Thrones, in the hands of its competitors in content distribution.

Present: Brand < Content
Goal: Brand ≥ Content

 

Our
Solution

We created a graphic system based on five steps to extend the graphic values of the logo to the rest of the communications. In this way, the brand is constantly present without the need for the Logo.

We created a graphic system based on five steps to extend the graphic values of the logo to the rest of the communications. In this way, the brand is constantly present without the need for the Logo.

We created a graphic system based on five steps to extend the graphic values of the logo to the rest of the communications. In this way, the brand is constantly present without the need for the Logo.

We created a graphic system based on five steps to extend the graphic values of the logo to the rest of the communications. In this way, the brand is constantly present without the need for the Logo.

We created a graphic system based on five steps to extend the graphic values of the logo to the rest of the communications. In this way, the brand is constantly present without the need for the Logo.

1. HBO HEADLINES
2. FRAME
3. HBO GRID
4. COLOR STRATEGY
5. FLEXIBILITY


The project consisted of two parts. First, a strategic work developing the identity for TV, Digital, and Outdoor. The second part was to develop a manual that could be applied in 17 countries. With different languages and advertising media.


The project consisted of two parts. First, a strategic work developing the identity for TV, Digital, and Outdoor. The second part was to develop a manual that could be applied in 17 countries. With different languages and advertising media.


The project consisted of two parts. First, a strategic work developing the identity for TV, Digital, and Outdoor. The second part was to develop a manual that could be applied in 17 countries. With different languages and advertising media.


The project consisted of two parts. First, a strategic work developing the identity for TV, Digital, and Outdoor. The second part was to develop a manual that could be applied in 17 countries. With different languages and advertising media.


The project consisted of two parts. First, a strategic work developing the identity for TV, Digital, and Outdoor. The second part was to develop a manual that could be applied in 17 countries. With different languages and advertising media.

THE HEADLINES BECOME THE EXTENSION OF THE BRAND

THE HEADLINES BECOME THE EXTENSION OF THE BRAND

THE HEADLINES BECOME THE EXTENSION OF THE BRAND

THE HEADLINES BECOME THE EXTENSION OF THE BRAND

THE HEADLINES BECOME THE EXTENSION OF THE BRAND

HBO
Headlines

To enhance the brand, we transformed the use of headlines into a visual reminder of the HBO logo in size and volume.

We created a typographic treatment, respecting the corporate font, Gotham (a font widely used, even by its biggest competitor Netflix) but using it in its Ultra version and with a very tight kerning, leaving the same space as between the letters of its logo.

To enhance the brand, we transformed the use of headlines into a visual reminder of the HBO logo in size and volume.

We created a typographic treatment, respecting the corporate font, Gotham (a font widely used, even by its biggest competitor Netflix) but using it in its Ultra version and with a very tight kerning, leaving the same space as between the letters of its logo.

To enhance the brand, we transformed the use of headlines into a visual reminder of the HBO logo in size and volume.

We created a typographic treatment, respecting the corporate font, Gotham (a font widely used, even by its biggest competitor Netflix) but using it in its Ultra version and with a very tight kerning, leaving the same space as between the letters of its logo.

To enhance the brand, we transformed the use of headlines into a visual reminder of the HBO logo in size and volume.

We created a typographic treatment, respecting the corporate font, Gotham (a font widely used, even by its biggest competitor Netflix) but using it in its Ultra version and with a very tight kerning, leaving the same space as between the letters of its logo.

To enhance the brand, we transformed the use of headlines into a visual reminder of the HBO logo in size and volume.

We created a typographic treatment, respecting the corporate font, Gotham (a font widely used, even by its biggest competitor Netflix) but using it in its Ultra version and with a very tight kerning, leaving the same space as between the letters of its logo.

01-Kerning
lona-horizontal-colon
titulares-ejemplos

HBO is seen through the screen of our devices. Our proposal turns these supports into the main graphic element: The Frame.

The Frame unifies all the visual language of HBO communications in advertising. Framing the contents of the platform within a brand space, "re-appropriating" them in front of other distributors that use the same graphic elements of their contents.

 

HBO is seen through the screen of our devices. Our proposal turns these supports into the main graphic element: The Frame.

The Frame unifies all the visual language of HBO communications in advertising. Framing the contents of the platform within a brand space, "re-appropriating" them in front of other distributors that use the same graphic elements of their contents.

 

HBO is seen through the screen of our devices. Our proposal turns these supports into the main graphic element: The Frame.

The Frame unifies all the visual language of HBO communications in advertising. Framing the contents of the platform within a brand space, "re-appropriating" them in front of other distributors that use the same graphic elements of their contents.

 

HBO is seen through the screen of our devices. Our proposal turns these supports into the main graphic element: The Frame.

The Frame unifies all the visual language of HBO communications in advertising. Framing the contents of the platform within a brand space, "re-appropriating" them in front of other distributors that use the same graphic elements of their contents.

 

HBO is seen through the screen of our devices. Our proposal turns these supports into the main graphic element: The Frame.

The Frame unifies all the visual language of HBO communications in advertising. Framing the contents of the platform within a brand space, "re-appropriating" them in front of other distributors that use the same graphic elements of their contents.

 

HBO IS THE FRAME THAT ENCOMPASSES ALL THE CONTENTS

HBO IS THE FRAME THAT ENCOMPASSES ALL THE CONTENTS

HBO IS THE FRAME THAT ENCOMPASSES ALL THE CONTENTS

HBO IS THE FRAME THAT ENCOMPASSES ALL THE CONTENTS

HBO IS THE FRAME THAT ENCOMPASSES ALL THE CONTENTS

Frame
the
Content

The-frame
Frame

THE CONSTRUCTION OF THE GRID STEMS FROM TWO ELEMENTS 

THE CONSTRUCTION OF THE GRID STEMS FROM TWO ELEMENTS 

THE CONSTRUCTION OF THE GRID STEMS FROM TWO ELEMENTS 

THE CONSTRUCTION OF THE GRID STEMS FROM TWO ELEMENTS 

THE CONSTRUCTION OF THE GRID STEMS FROM TWO ELEMENTS 

The
grid
of the
city

 

THE PROPORTION OF THE HBO LOGO

 

THE PROPORTION OF THE HBO LOGO

 

THE PROPORTION OF THE HBO LOGO

 

THE PROPORTION OF THE HBO LOGO

 

THE PROPORTION OF THE HBO LOGO

The unit in which the grid is divided is in the proportion of the HBO logo (3x1) which helps us maintain a memory of the brand even in the layout itself.

The unit in which the grid is divided is in the proportion of the HBO logo (3x1) which helps us maintain a memory of the brand even in the layout itself.

The unit in which the grid is divided is in the proportion of the HBO logo (3x1) which helps us maintain a memory of the brand even in the layout itself.

The unit in which the grid is divided is in the proportion of the HBO logo (3x1) which helps us maintain a memory of the brand even in the layout itself.

The unit in which the grid is divided is in the proportion of the HBO logo (3x1) which helps us maintain a memory of the brand even in the layout itself.

 

THE MANHATTAN GRID  


We redraw the map of the Manhattan area where HBO's headquarters are located in Manhattan in NY (the home of series) we generate a system that literally starts from the house of the series.

 

THE MANHATTAN GRID  


We redraw the map of the Manhattan area where HBO's headquarters are located in Manhattan in NY (the home of series) we generate a system that literally starts from the house of the series.

 

THE MANHATTAN GRID  


We redraw the map of the Manhattan area where HBO's headquarters are located in Manhattan in NY (the home of series) we generate a system that literally starts from the house of the series.

 

THE MANHATTAN GRID  


We redraw the map of the Manhattan area where HBO's headquarters are located in Manhattan in NY (the home of series) we generate a system that literally starts from the house of the series.

 

THE MANHATTAN GRID  


We redraw the map of the Manhattan area where HBO's headquarters are located in Manhattan in NY (the home of series) we generate a system that literally starts from the house of the series.

HBO_reticula_02
grid-system
Mupi-autobus
Reticula-Larga
Mupi-Horizontal-multiserie

COLOR REFLECTS THE TYPE OF COMMUNICATION

COLOR REFLECTS THE TYPE OF COMMUNICATION

COLOR REFLECTS THE TYPE OF COMMUNICATION

COLOR REFLECTS THE TYPE OF COMMUNICATION

COLOR REFLECTS THE TYPE OF COMMUNICATION

Color
Strategy

Black. HBO. File
Series that have made history, that are part of the HBO brand and transmit its values: quality, recognition. It's the HBO archive. They communicate on black.

Classics Series
Content that has already reached the end of its cycle in some countries but that in other markets is not yet HBO Classics We use the color of the content reduced to 50%

Black. HBO. File
Series that have made history, that are part of the HBO brand and transmit its values: quality, recognition. It's the HBO archive. They communicate on black.

Classics Series
Content that has already reached the end of its cycle in some countries but that in other markets is not yet HBO Classics We use the color of the content reduced to 50%

Black. HBO. File
Series that have made history, that are part of the HBO brand and transmit its values: quality, recognition. It's the HBO archive. They communicate on black.

Classics Series
Content that has already reached the end of its cycle in some countries but that in other markets is not yet HBO Classics We use the color of the content reduced to 50%

Black. HBO. File
Series that have made history, that are part of the HBO brand and transmit its values: quality, recognition. It's the HBO archive. They communicate on black.

Classics Series
Content that has already reached the end of its cycle in some countries but that in other markets is not yet HBO Classics We use the color of the content reduced to 50%

Black. HBO. File
Series that have made history, that are part of the HBO brand and transmit its values: quality, recognition. It's the HBO archive. They communicate on black.

Classics Series
Content that has already reached the end of its cycle in some countries but that in other markets is not yet HBO Classics We use the color of the content reduced to 50%

New releases & On-air
Series that are still on air or are Premieres. Your communication has its own personality with bright and impressive colors. They can be combined with black HBO.

Call to action
It is the complementary color to make promotions or communications in which a special highlight is needed. Orange or blue from the HBO manual is used.

New releases & On-air
Series that are still on air or are Premieres. Your communication has its own personality with bright and impressive colors. They can be combined with black HBO.

Call to action
It is the complementary color to make promotions or communications in which a special highlight is needed. Orange or blue from the HBO manual is used.

New releases & On-air
Series that are still on air or are Premieres. Your communication has its own personality with bright and impressive colors. They can be combined with black HBO.

Call to action
It is the complementary color to make promotions or communications in which a special highlight is needed. Orange or blue from the HBO manual is used.

New releases & On-air
Series that are still on air or are Premieres. Your communication has its own personality with bright and impressive colors. They can be combined with black HBO.

Call to action
It is the complementary color to make promotions or communications in which a special highlight is needed. Orange or blue from the HBO manual is used.

New releases & On-air
Series that are still on air or are Premieres. Your communication has its own personality with bright and impressive colors. They can be combined with black HBO.

Call to action
It is the complementary color to make promotions or communications in which a special highlight is needed. Orange or blue from the HBO manual is used.

Color
Sol-Mock-up

COLOR REFLECTS THE TYPE OF COMUNICATION WE ARE DESIGNING

COLOR REFLECTS THE TYPE OF COMUNICATION WE ARE DESIGNING

COLOR REFLECTS THE TYPE OF COMUNICATION WE ARE DESIGNING

COLOR REFLECTS THE TYPE OF COMUNICATION WE ARE DESIGNING

COLOR REFLECTS THE TYPE OF COMUNICATION WE ARE DESIGNING

Flexibility
& Voice

Flexibility2
Bus-Noche2
Iphone4
Magazine-Ad2
Multiseries-largo

THE VISUAL STRATEGY EXPLAINED FOR 18 COUNTRIES

THE VISUAL STRATEGY EXPLAINED FOR 18 COUNTRIES

THE VISUAL STRATEGY EXPLAINED FOR 18 COUNTRIES

THE VISUAL STRATEGY EXPLAINED FOR 18 COUNTRIES

THE VISUAL STRATEGY EXPLAINED FOR 18 COUNTRIES

Brand
User
Manual

Explanatory video of the project ↘︎

MOTION &ND ART DIRECTION. 2017

Explanatory video of the project ↘︎

Explanatory video of the project ↘︎

Explanatory video of the project ↘︎

Credits

☺︎ Agency → Leo Burnett Spain ☺︎ Creative Direction → Juan García Escudero, Gaston Guetmonovitch ☺︎ Art Direction → Juan Frias ☺︎ Account Manger → Laura Gutierrez  ☺︎ Client → HBO

☺︎ St—Coppel → Creative Direction ☺︎ KOLN → Graphic Design ☺︎ Pedro Cobo → Motion Design ☺︎ Carlillos → Motion Design Assistant ☺︎ Mario Tornero → Traductions


ARCHIVE DATE

 005138—2018