Viewpoint Creative Re-designs HBO Europe

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Viewpoint Creative and HBO Europe launch fresh multi-national network identity.

HBO challenged us to go beyond what is expected in terms of design, motion and sound.

Brand strategy and creative services agency, Viewpoint Creative, has partnered with HBO Europe to re-design the premium network. The international re-design recently launched in 15 different countries and 10 different languages across Europe.    

Viewpoint Creative and HBO have repeatedly joined forces to push HBO’s quality programming forward. In 2011, Viewpoint Creative re-envisioned HBO in the U.S., emphasizing and solidifying HBO’s image as a premium brand. The domestic re-design proved successful, and HBO turned to Viewpoint once again to strategize, design, and execute a seamlessly integrated and consistent on-air look, unifying HBO Europe.

“We wanted to re-emphasize that our programming is what positions HBO as a global leader. Viewpoint Creative understands that. In the 2011 U.S. re-design, they made HBO a premium experience,” remarked Eric Council, VP of Regional Marketing HBO Europe, “and we knew they would provide us with the strategic creative understanding, great design, and the toolkit and elements that we needed to successfully re-launch the HBO Europe identity.”

The creative focus of the new HBO International on-air identity was on elegant simplicity. The goal: to let content come forward unhindered by heavy graphic design.

Michael Middeleer, Executive Creative Director for Viewpoint Creative, described it this way: “HBO challenged us to go beyond what is expected in terms of design, motion and sound. They wanted something incredibly minimal and restrained, yet at the same time, supremely premium.”

“It was a delicate balance of taking away as much as you can while still maintaining the substance of the brand,” said Viewpoint Creative Director of Design, Ted Roberts. “We created a thin horizon line that functions as an activator. Its unique motion coupled with an organic aurora light gives the brand own-ability.”

Viewpoint Creative is celebrating 25 years in business this year, and credits much of their success to strong relationships with brands such as HBO. “It’s exciting to be celebrating this milestone,” said GM/Executive Producer, David Shilale. “Longstanding relationships, like the one we have built with HBO, allow us to understand our client’s brand on an intimate level. We end up creating a short hand with our clients, which in turn allows us to put more focus on the creative and design. We practice smart focused evolution, by constantly anticipating how we can take our clients’ brand to the next level.”

About Viewpoint Creative

Viewpoint Creative is a unique collective of creative individuals who together form a team of marketing and design strategists. Headquartered in Boston, MA, the group combines word, image, motion and sound to create emotional and entertaining experiences that drive results. Viewpoint Creative’s focus is screen marketing – engaging audiences wherever they go, from the movies to stadium events to TV and on their mobile devices. Clients include ESPN, Disney, Hasbro, HBO, HGTV, Reebok and Staples.

Viewpoint Creative is represented by Be Creative Management

BCM is dedicated to brilliant communications for entertainment, media, advertising, and consumer brands worldwide. Based in New York and Los Angeles, BCM represents top creative agencies that transform strategy into engagement.

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Aaron King
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