When the female-targeted network Oxygen rebranded in 2014, things got real, “very real.” Seeking younger millennial viewers who value authenticity in their programming, Oxygen unleashed a fun and lively on-air interface that used a clutter-free design scheme to show off a new raft of unscripted shows geared toward midscale, multicultural women in the 25-34 age range.

The only problem was, the brand was so well-designed it proved to be almost too minimal, which is where we came in. Oxygen brought us on to expand the network’s graphic look into bold, new terrain, to concoct a sparkling refresh of a brand that champions women to be themselves and encourages them to dive into life. 



Like a musical DJ, we got to do a remix on a brand we loved, slicing and dicing some of its deepest cuts into something fresh and new.

In the original Oxygen brand, the most important device was the logo’s “connector,” an underscore beneath the “O” that unites copy and graphics in cool and creative ways across the package. We saw a lot of potential in this flexible little bar, especially after we fleshed out its capabilities by incorporating two other parts from the logo into the toolbox: the “O” itself” and the circle inside it.


Like a hole and its doughnut, the “O” and its circle add a yumminess to the Oxygen package that bursts off the screen. It let us design patterns with the brand’s familiar shapes that move and dance, inviting the viewer in with rhythms and sequences that are hard to resist. Sometimes the “O” even spins like a turntable, just as though someone were playing DJ behind the scenes...

Simplicity is our calling, and Oxygen let us take the simplest elements of its brand and remix them into something spectacular.

A line, an “O” and a circle. Separately, they are pretty common forms. Mixed together in our new package, they take on a dazzling uniqueness that is completely ownable to Oxygen, and to Oxygen alone.