Anyone who’s picked up a computer, tablet, or mobile device in the past decade knows that we’ve seen a revolution in content delivery. So why are so many television brands still designing for a 4:3 analog world? As audiences swipe, pinch, tap, and click their way to their next favorite series, designers have to throw out everything they think they know about brand identities. During his upcoming session at PromaxBDA: The Conference, Red Bee Media Executive Creative Director Charlie Mawer will walk you through the constructive steps you should be considering before your next rebrand to make it truly future-proof. He gave Brief a preview of what to expect.

BRIEF: What’s the most important element of future rebrands that industry veterans might not realize they need to consider? What’s the curveball headed their way?

MAWER: I think that the shift to mobility and audiences expectations of seamless experiences that go with it, is the fundamental shift that not enough brands are making. This affects everything from designing signature movements to icon and font design.

BRIEF: You’ve said that companies might think they’re okay because they’ve got a strategy that includes on-demand, streaming, etc. But they’re still designing for an analog 4:3 brand. How critical is it that networks and agencies address this concern today rather than kicking the ball down the field?

MAWER: It is all about how your brand is perceived by audiences. Anyone with teenage children will see the threat of increased irrelevancy in terms of minutes spent with broadcast brands. Television branding and promotion looks alarmingly similar structurally today than it did in the mid-nineties, and I think the pace of innovation needs to show a marked increase across the board.

BRIEF: Red Bee is already working on a few projects that you said have moved away from that linear-first mentality. What’s been the most interesting challenge for you as a designer as you’ve learned to rethink rebrands?

MAWER: Understanding the opportunities that come with taking the principles of UX and UI design and applying them to linear broadcasting really helps with being innovative in a space that has become cosily familiar. Responsive design paradigms to give you just one example have changed completely the way we approach logo design.

Don’t miss Charlie Mawer’s Future-Proofing Your Next Rebrand Session, along with the rest of the cutting-edge lineup at PromaxBDA: The Conference 2015 June 9-11 at the JW Marriott at L.A. LIVE in Los Angeles.

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