We won a four-way creative pitch in October of 2009; being appointed lead agency for a full rebrand. The brief asked for an ownable and distinguishable brand identity; retaining the positive associations from the genre of science fiction, whilst appealing to a broader audience and embracing the benefits of imagination.
The channel approached us with the name change already a large part of their strategic thinking. Syfy - unlike the generic entertainment category "sci-fi"- establishes a uniquely ownable trademark that is portable across all nonlinear digital platforms and beyond; from Hulu to iTunes. Syfy also creates an umbrella brand name that can extend into new adjacent businesses under the Syfy Ventures banner, including Syfy Games, Syfy Films and Syfy Kids.
"As our key partner in the evolution of new the Syfy, Proud Creative has applied an unrivaled level of taste to their work - and our brand. They have an indispensable ability to divine smart solutions that are boldly creative and strategically sound and innovative."
"What has made Proud Creative so special is their ability to customize solutions based on our unique and evolving needs. They're a smart, nimble and gracious partner who take big creative swings, and can turn on a dime when you need them to."
"Proud Creative's numerous contributions to the Syfy brand evolution included a wide array of keen creative insights. The diverse experience of their gifted team of professionals played an indispensable role in our success."
Vice President, Creative, Syfy