Carly Heaton

At the end of 2011 the FOXTEL Channels Group announced new factuals channel A&E based on content from A+E in the US as well as local productions. We knew what the content was but how did that translate to a clearly defined voice in the market. And how could this inform what content we created at home.
It was clear to us that we couldn’t wholesale lift the US brand, especially as we had a unique audience. While having to stay within certain guidelines we started to discuss what the Australian… Show more

At the end of 2011 the FOXTEL Channels Group announced new factuals channel A&E based on content from A+E in the US as well as local productions. We knew what the content was but how did that translate to a clearly defined voice in the market. And how could this inform what content we created at home.
It was clear to us that we couldn’t wholesale lift the US brand, especially as we had a unique audience. While having to stay within certain guidelines we started to discuss what the Australian brand would look like.

Under leadership and fantastic direction from Uriah Blair - Group Creative Director FOXTEL CHANNELS GROUP, who had personally undertaken initial brand DNA work, we worked closely as a channel team (Head of Factuals Jim Buchan, Channel Manager Paul Myers and Marketing Manager George Mellick) to facilitate a brand DNA that would define the channel moving forward. Over a month we discussed, debated, delved into and created brand DNA document that outlined it’s unique voice and role in the market, how it would stand out from its competitors and speak with a strong sense of itself, becoming not a content channel but rather an attitude that would hook into peoples imagination. This was well received by A+E Networks International in NY.

Having now an absolute clear understanding of what this channel would be from the Brand DNA.
The creative team, led by myself and head designer James Schofield created a Brand Bible and style guide that allowed everyone to create incredibly strong work in a very short amount of time with few resources. The creative and marketing teams knew exactly what they wanted to achieve, the channel is now the highest rating factual channel on Australian TV, is clearly defined brand and well presented .

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