21st Century Fox is one of the world’s leading media and entertainment companies in the world, spanning 6 continents, reaching more than 1.8 billion subscribers in approximately 50 local languages every day. With a portfolio including 20th Century Fox, FX, National Geographic, Star India and SKY, 21CF is home to great stories and iconic characters.
When I first joined the company, 21CF had little more than a logo and basic color palette.
In 2016 we engaged Gretel NY to work on articulating the company culture and ethos, and create a new brand identity to align our diverse suite of brands and businesses under a single idea.
Storytelling is at the heart of 21CF. We took inspiration from the iconic searchlights of the logo itself. Our design uses the beams to frame imagery, create negative space, and highlight key text. The lights reveal, illuminate, and expose the stories, people and characters behind shows, films and teams around the world.
The result is an identity that expresses the 21CF brand through the content, writing, and artifacts of the stories themselves.
By the end of 2017, we had completed a massive brand identity which we extended into a physical space, the new 21st Century Fox headquarters in New York. During this extensive project, I had the opportunity to manage the myriad of agencies and people involved.
We created a series of 43 unique wall murals that each represent a brand and its story through the 21CF the lens. We named all the conference rooms after iconic characters to correspond with the murals inside.
In 6 months, we gathered hundreds of company artifacts, spanning 80 years of storytelling in cinema, broadcast and sports, to be housed in a massive custom-designed modular display gallery and across the 3 executive floors.
The gallery wall is the central focal point for the 40,000 sf executive floor.
The project was recently recognized with a NYCxDesign Gold Award in the Creative Office category.