Style Media, a global multimedia company that includes Style and myStyle.com, is the destination for women 18-49 seeking to fuel their insatiable appetite for looking great and living stylishly. Style currently counts nearly 78 million cable and satellite subscribers and is the fastest growing women’s network in the U.S. MyStyle keeps women up-to-date on all of the latest fashion and beauty news on the web. Style Media announced today plans to refresh the network’s brand and image across all platforms by embracing a glossy, bold new look that appeals to women’s desire for a stylish lifestyle.
The Style circle logo is replaced with the strong, classic midnight blue typeface word Style accented by a splash of light blue. The new logo is mutable and will be filled in with different patterns and colors that reflect the ever-changing trends in fashion and stylish living while embodying how viewers see the world through a prism of Style. Additionally, the new tagline will be “Work It. Love It. Style It.” The network rebrand will go into effect on-air and online on Monday, June 25, with all-new episodes of “Tia & Tamera” and “Chicagolicious.”
The rebrand including design and animation was created by NY based design agency Gretel. Here’s what they had to say in their Case Study. Style has been on the air for over ten years and though they’ve enjoyed some success building an aspirational, upbeat network that viewers trust, the brand wasn’t reflecting their full potential. They were looking to make a big splash, and to craft an image that truly lived up to the promise in their name. We really wanted to capitalize on this opportunity to give Style a look, energy, and point of view that would help them stake their claim in the category.
We took our initial inspiration from something in the original brief:
Seeing the world through a ‘style-filter’ and we channeled it into the idea of illustrating how a style-obsessed mind works. How do über-style-fans see the world? They’re constantly searching, marking, clipping, pinning, liking, blogging, comparing, shopping. They’re looking at your shoes, watch and wondering where you got that shirt. We tried to visualize that process and illustrate that mindset. The logo itself is an example of this idea in action, it can easily be dressed up or down without losing its core identity. It can feel sophisticated and subtle or brash and bold.
It’s just one part of our toolkit that strikes the necessary balance between a loose, expressive design and the structured, defined brand package any network requires. Internationally, the global channels division of NBCUniversal will roll out the refreshed Style brand, beginning later this year in November. As Style continues to be the fastest growing women’s cable network, the re-launch of its digital component, myStyle.com, with an adaptable form-fitting “A-line” screen design, will offer viewers a 360 experience, from in-depth content through a stylish living filter, to enhanced social interactions to unique stylish tips and insights from favorite Style talent.
“The bold, freestyle expression of the new redesign is an extension of our viewers who are unapologetic in their love, passion and obsession for all things style,” said Salaam Coleman Smith, President, Style Media.” The re-imagination of the Style brand was an inclusive and collaborative process involving the entire team and tapped into the incredible passion and creativity of Style’s award-winning Creative Director and brand strategist, Bear Fisher.” While continuing to offer relatable and aspirational programming and content, Style’s vision celebrates women whose desire to style every aspect of their lives varies from how they beautify themselves to enriching the world around them.
The brand promises to fuel women’s insatiable appetites for all things style. “This rebrand will cement Style as the leader in the fashion, beauty and stylish living space, while elevating the company’s identity and partnerships as a global cable network and digital business,” said Frances Berwick, President, Bravo and Style Media. Style Digital, which includes myStyle.com and presence on various social media platforms such as Facebook, Twitter, Pinterest and Pose, also will re-launch on June 25, integrating the changes seen on-air.
The first phase of the updated myStyle.com from an editorial, design and usability standpoint will explore the essence of stylish living through the lens of its series and talent with in-depth analysis of their style and details about how to take it to the next level. In addition to the new aspirational content, the bespoke myStyle.com will present an edgy left-to-right navigation, innovative adaptability and responsive design, liquid content display and a fierce look to match.
The restyled website will adapt to fit the screen of any device it is displayed on similar to an “A-line” gown that flatters all body types. The responsive design will change the hierarchy of the site’s content to better respond to the needs of today’s on-the-go user while Liquid User Interface technology provides flexible templates that move content and advertising to eliminate banner-blindness.