Oxygen
Brand Identity

Studio: Trollbäck+Company
Role: Chief Creative Officer

Capitalizing on strong ratings for their weekday “Crime Time” marathons, Oxygen decided to rebrand as a modern true crime channel that would resonate with its predominantly female audience.

We positioned the new brand to lead the “true crime” zeitgeist and become the top destination for investigative crime programming on TV.

With such intense and real subject matter, we felt it was important to emphasize intrigue over sensationalism. Every aspect of Oxygen’s new identity invites viewers to lean in and look closer. The design system mirrors the complex process of untangling real-life criminal cases, drawing inspiration from newspaper clippings and police reports. Close cropping, negative space, and off-kilter alignments keep viewers on edge and actively engaged. In addition to on-air, digital, and print, we developed the network’s social strategy to help connect content and talent to a broader cultural conversation. The channel experienced a 51% increase in viewership to make it the fastest-growing cable entertainment network.

View the full case study at Trollbäck+Company.