On the Case with Paula Zahn is a documentary and news program
broadcast on Investigation Discovery. We were asked to rebrand the overall show package
and marketing elements...something that hadn't been done since 2009.
We started with an idea. The show contextualizes complex and often random facts,
bringing structure and a framework to the investigation.
It was clear our logo needed to express the idea of 'Framing the Story'.
And then we investigated some color options.
A vibrant green offered the opportunity to define an new color in this space.
The green brings optimism, calmness and motivation.
Next, we created a robust toolkit followed by the marketing of the show.