// ABC OWNED TELEVISION STATIONS
Vivid Zero teams up with ABC O+O to reengineer their news package, unify the brand, showcase individual locations and brand legacy, while creating a dynamic and logic-centric workflow, across all 8 stations. 3D opens were created that include live weather conditions, live location shots, and updatable imagery all connected to a live workflow. Giving these innovative opens an immediacy like no other in the space.
UVX: USER /
VIEWER EXPERIENCE
// DATA-DRIVEN CREATIVE
This package focuses on the story and ‘The -User-Viewer-Experience’. The visuals are modern and responsive. Everything looks and feels interactive. The goal is to increase engagement and bring the viewers closer to the storytelling as additional information deepens their connection to it. The viewer is given a sense of control and connection through responsive movement and intuitive design.
// DATA DRIVEN CREATIVE
Vivid Zero evolved the design theory in conjunction with our partners at the Smith Geiger group. Multiple tests across 5 of the 8 markets led to design improvements and refinements, allowing Vivid Zero to perfect viewer engagement. Eye tracking tests with respondents informed us about viewer’s screen loads and helped increase retention efforts. Weather testing led to staggering success, seeing over 85% acceptance in both Chicago and Raleigh-Durham in early releases. Research on weather also saw extremely high numbers of viewers of competing networks, more likely to convert to ABC stations due to the graphically elevated weather package alone.
BRAND THEORY
// ALL FOR ONE AND ONE FOR ALL
Vivid Zero was challenged to unite 8 ABC Stations, all with well-established brands and deep roots in their communities. Our logo animation brings together 8 elements to form one logo, or in this case… to form 8 different logos, all connected by a consolidated passion to bring the components of a story together in one place.
EARLY LOGO ANIMATION EXPLORATION
// BRAND ANIMATION
A multipurpose brand animation element was also created that functions as a central brand treatment that can be used throughout the newscast and also used within monitors as a loopable element. You’ll find that the Brand Logo animation of the Logo Bug animation. In the spirit of the UVX design, a three dot menu begins the logo animation. Radial lines draw on and reveal the station logo.
BRAND STYLE
// DATA-DRIVEN THEORY
Multiple color palettes were specifically engineered to provide proper color combinations for dynamic brand reinforcement and allow individual stations color flexibility in their respective markets.
Alternate color theory was also created for New York and Houston stations which to accommodate for their red white and blue palette. A Breaking state color theory was also established which allows for a full take over during the newscast.
B PACKAGE COLOR
BREAKING NEWS COLOR
OPENS
// A CONTENT FORWARD APPROACH
The power of our COMMUNITY and TALENT OPENS is the ability to endlessly customize. Dynamic and editable modules provide the opportunity to insert fresh footage, live photography, live weather updates, live graphic information and talent. Our city landmarks, neighborhoods, activities, culture, and people make up our opens and connect our viewers to their communities. This is where our viewers meet out talent and relate to our cities, allowing a deeper connection for all.
COLD OPENS dive directly into podded sequences in a content-forward and informative nature, creating urgency to view. During our focus groups and testing, respondents would discuss the “COLD OPEN” as being very clear and informative, prompting viewers to want to know more. But in comparison to the other opens, that were extremely pleasing and relatable for viewers, respondents coined the phrase… “WARM OPENS”. Vivid Zero wanted to offer maximum flexibility from warm to cold opens to allow each market preference and the opportunity to expand their possibilities.
We created the opens with maximum flexibility, offering different configurations featuring various durations and compositions.
MINI OPENS are short animation sequences that utilize three-dimensional structures and dynamic camera moves with a variety of options. Throughout these opens, there are opportunities to customize individual modules with graphic insertions, photography or video content. Each Mini Open begins with a built in alpha transition and resolves on a branded module with the ability to loop. These loops contain subtle camera moves as well as undulating lighting effects.
MOTION GRAPHICS
SOLUTIONS
// ON THE BIG SCREEN
This monitor graphics theory echoes the overall design theory and showcases it on the big screen. Or in this case, on several big screens of varying sizes, in 8 different studios.
This is a seamless flow of information, design and brand visuals that moves from one side of the set to the other. It delivers content while taking on a supporting role. It props up anchors while engaging viewers on deeper levels of storytelling. Although this was designed with Chicago’s stage and monitor configuration top of mind, the theory works for all station’s monitor configurations.
WEATHER SYSTEM
// THE FUTURE OF WEATHER
The weather package is an in-depth system that gives meteorologists the tools they need for innovation and impact. It is a modern take on linear weather graphics unlike anything in television today. It redefines and modernizes the weather broadcast and brings it much more in line with an interactive and digital sensibility. The power of the Weather Package is it’s versatility, control and customization. It considers the workflow of meteorologist and streamlines their process, while elevating viewer engagement. The extensive Smith Geiger data testing throughout the Weather system’s design development, has allowed Vivid Zero to fine-tune and perfect this system to get great results and achieve monumental success. The feedback from viewers is overwhelmingly positive, with zero negatives. Research states that non-ABC viewers are more likely to convert to ABC viewers based solely on the Weather package.
Unique weather sets and customized iconography was created for exclusive ABC O+O uses on their weather platforms.
WEATHER DATA
// RESEARCH
Together with Smith Geiger, Vivid Zero reacted to all the feedback during the extensive research testing to optimize designs based on viewer input, while staying true to the mission; modernize and improve the weather system. The data clearly validates the impact and appeal of the new design and reinforces the opportunity to acquire new viewers.
Weather viewers responded overwhelmingly positive to the new design. Research testing found the new design package in weather reinforces the improvements and positions the stations for massive acquisition opportunities.
PROMO PACKAGE
// HOOK THE AUDIENCE
A robust promotion package was created to elevate topical tune-ins as well as brand image campaigns. Multiple variations and components work together to give stations a larger arsenal for their marketing needs, that all tie into the bigger brand overhaul.
FULLSCREEN + MODULAR
SYSTEMS
// THE INTERSECTION OF STORYTELLING AND INFORMATION
This is an essential component of the package that offers immense storytelling capabilities. It supports Quotes, Verbatims, Phone interviews, Mug Shots, Bullet Points, Lottery, Schedule line-ups, Social call outs, and more.
BASELINE + LOWER THIRD
SYSTEM
// DIGITAL ORIGAMI
At the foundation of this graphics system, is the hardest working element, the lower third and baseline system. Vivid Zero spent countless hours to perfect the foundational grid and labored over the details of the lower third system as we engineered the biggest workhorse in linear television today. The system relies on simple, but effective elements that feature module configuration, typography, imagery, and navigational elements. It maintains the connections to the UVX theory and gives the viewer a sense of perceived control and interaction. It is clean, clear, concise, and data-optimized to drive engagement.
