Seattle PBS affiliate is rolling out a new brand identity this week that it hopes will fuse Northwest imagery with a fun, curious attitude.

The new concept—dubbed “Inquisitive TV” or INQUISITV, was developed with L.A.-based entertainment branding agency Troika.

The agency uses geometric shapes to frame abstract photographic moments, which creates a layered visual story.

Graphic and visual elements play off of the INQUISITV concept to become INFORMATV, SEDUCTV, or IMAGINATV.

“Our concept needed a visionary design team that could capture the essence of the new brand and Troika proved to be the perfect partner to bring the idea to life,” said Carlos Espinoza, VP of marketing and communications for KCTS 9. “The diversity of our programs created a design challenge that they were able to solve in a manner that captured all the complex on-air priorities in a visually striking, elegant solution.”

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