IFC is a comedy network with sharp original series, an expansive library of movies and a loyal audience both on and off-air. The brand needed to be tonally and visually aligned to reflect the spirit of its new programming. Gretel treated IFC as a venue, billing talent, curating the movie section and never stealing the spotlight from the headliners. This core idea informed all aspects of the design, from the logo and layout, to the promo scripts and typography. The result is a modern brand that can grow, adapt and flex without losing touch with its indie roots.
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