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Lifetime Network, a channel largely dedicated to targeting the everyday women’s lifestyle has introduced a new brand identity and tagline. Lifetime’s Tim Nolan, Senior President of Marketing took on the project. The effort was also assisted by Leroy + Clarkson, headed by Creative Director Daniele Fries. Building upon his experience as a partner and creative director of Eyeballnyc, where he helped to pioneer the boutique motion design industry, Daniel Fries continues to dimensionalize the brand experience with L+C.

By first developing the narrative, the core storyline that only that brand can tell, he then directs a comprehensive branding effort that excites, engages and entertains.


The new mark is colorful, hip and trendy, and it looks fresh compared to the old icon, but does it really represent the brand? The design community and the average consumer all seem to agree that the icon is very hard to distinguish. Despite this outlash, and no real explanation of what the actual icon represents (Many are suggesting an upside down baby in a mothers womb) Lifetime seems pretty confident that their year in the making rebrand project will sit well with women everywhere.

Reflecting the dramatic cultural changes occurring among women, the new iconic logo and tagline “Your Life. Your Time.” are the cornerstones of the Lifetime brand and evoke an aspirational tone and bolder spirit connecting Lifetime’s brand and growth in original programming. Nancy Dubuc, President and General Manager of Lifetime Networks made the announcement.



The new tagline “Your Life. Your Time.” reflects how women value and experience time and reinforces the network’s triple threat programming strategy to provide original scripted series, movies and reality shows offering a variety of genres to meet the different needs and interests of women. The rebrand is part of an evolution for Lifetime that began over a year ago with the aggressive expansion of up to 350 hours of original programming.

Nancy Dubuc, who added Lifetime Networks to her portfolio in May 2010 after the suite of channels became part of A&E Television Networks, says the rebrand was a year in the making. “You only have one shot to do this,” she says. “It’s not like you can go out and put a stake in the ground and claim a brand position and redo your on-air look every two years.”

Hollywood Reporter

This is a bold statement to make when the brand has made numerous identity changes in its running years. She seems confident that this will last.

“Nothing is more valuable to women than time. A moment in time can be an experience that becomes memorable and Lifetime creates times for viewers to laugh, cry, or be inspired. These aspirational moments and life experiences will continue to be the essence of the Lifetime brand,” said Dubuc.

Lifetime’s newest scripted series, The Client List, has become the network’s most‐watched series launch in nearly three years, according to Nielsen, and was the number one drama on cable last week.



By the end of the first quarter in 2012, for the first time in seven years, Lifetime posted first quarter growth with nearly double-digit gains across all key demos, A25‐54, W25‐54, and W18‐49. The network was gaining momentum with series and movie hits, such as Dance Moms, Project Runway All Stars, Drew Peterson: Untouchable, Army Wives, The Client List and new episodes of the iconic crime fighting series, America’s Most Wanted.


“Your Life. Your Time.” drives messaging through brand spots connecting emotional imagery in a conversational tone that navigates viewers through the network. Thursday is “make it work time” and captures the urgency of Project Runway. Tuesday is “mama drama time” as the Dance Moms watch their daughters take the stage and Sundays is “love time” with Jennifer Love Hewitt of The Client List. On‐air messages speak directly to viewers’ experiences, laughter and emotional connection – “me time”, “girl time” and “drama time”…it’s all about “your life” and “your time.”

Press Release

The website before:
(Circa July 21st, 2011)


The previous site made poor use of usable space and did not have a very conjoined feel to it as a brand.

The updated site:


Lifetime’s new site includes the brand new clean look and feel of the updated brand featuring a unique 3-column grid layout and a new minimal navigation simplified down to Shows, Movies, Videos & Games. Compared to the old site it is a breath of fresh air.

“This new logo marks the next step with a distinctive new look and attitude. Embracing everything we love about life, Lifetime strives to be as brash as it is honest and always entertaining.”

Tim Nolan, Lifetime’s Senior President of Marketing