Client: The Sci-Fi channel on FOXTEL was Australia’s one and only dedicated home to Science Fiction entertainment. The channel featured the very best of Sci-Fi TV, movies and classics.
Challenge: The Sci-Fi channel had a very loyal on-air audience and online following, however they were mostly young to middle aged males. While this was great, the Sci-Fi channel had a lot more to offer a wider demographic. Unfortunately the general perception of the channel turned a lot of females and older audiences away.
Solution: Change the name of the channel to SF. Rebrand the entire on-air look and feel to something more appealing to everyone. Create an online environment for SF TV fans to delve into their favourite shows, videos and sci-fi news. And, perhaps more importantly create a place to debate what really happened to Starbuck at the end of Battle Star Galactica.
Process: Ink Project began working on an amazing new on-air brand including the logo, colour pallet, typography, idents and photography. After a thorough discovery session with the team at SF, a set of goals and requirements was established for the scope of work. The major sections of the website were then sketched up by hand and run by teams. After a consensus on the approach was locked down, digital wireframes / information architecture were produced for the clients review. Ink Project were then near the end of their rebrand which made it really easy to create a user interface for the website. Development of the website was kicked off early on in the project and adjustments were made to the design approach where needed. The new brand and website were launched in conjunction with wide acclaim.
Digital Agency: Chook
Branding Agency: Ink Project
Role: Digital Art Director
Highlight: Cleaning up at the global and local Promax awards
Analytics of the previous site indicated the videos section was one of the more popular pages. Great care was taken not to ruin the existing experience and lose that good traffic. While the overall layout remained similar a new level of navigation made it easy to explore and discover great new videos and related content.