Style’s Retro Promo from Gretel.

If you haven’t seen it yet, the video below is one of the promo spots for Style from the folks at Gretel. This actually dropped about 10 to 11 months back, but I keep hitting it for inspiration. Great timing, use of audio, editing, and animation make this piece. It has a slightly retro 1980’s feel to it, but not so much that it feels overdone. The quote below the video showcases the thinking behind the clip.

Client: Style Network
Design and Animation: Gretel

Style has been on the air for over ten years and though they’ve enjoyed some success building an aspirational, upbeat network that viewers trust, the brand wasn’t reflecting their full potential. They were looking to make a big splash, and to craft an image that truly lived up to the promise in their name. We really wanted to capitalize on this opportunity to give Style a look, energy, and point of view that would help them stake their claim in the category.

We took our initial inspiration from something in the original brief: seeing the world through a ‘style-filter’ and we channeled it into the idea of illustrating how a style-obsessed mind works. How do über-style-fans see the world? They’re constantly searching, marking, clipping, pinning, liking, blogging, comparing, shopping. They’re looking at your shoes, watch and wondering where you got that shirt. We tried to visualize that process and illustrate that mindset.

The logo itself is an example of this idea in action, it can easily be dressed up or down without losing its core identity. It can feel sophisticated and subtle or brash and bold. It’s just one part of our toolkit that strikes the necessary balance between a loose, expressive design and the structured, defined brand package any network requires.”


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