Vice — Branding
Role: Art Director, DesignerStudio: Gretel NYC
VICELAND is the new television network by VICE, the most notorious and innovative youth media brand in the world. With a focus on global lifestyle and culture, the network’s original content slices across the cultural spectrum: food, sex, fashion, music, sports, politics and more.
The basic ingredients combine in different proportions to modulate the VICELAND expressions. The objective, null design brings the personalities, content and tone of each show to the foreground while allowing for diversity in composition and messaging, and smooth translation to any platform.
Different topics are navigated by individual hosts – each with unique perspectives. Their personalities, where they choose to go, the people with whom they interact, and the raw, unpolished moments that they capture make up the essence of VICELAND.
VICELAND is made by and made for people who are curious about the world at large. The brand borrows more than just visual cues from populist, vernacular design, it also functions as a service. It can point viewers to cultural events, emerging artists, topical facts, even promote local goods and services for sale. All in the interest of pointing the viewer out into the world.
The way VICELAND behaves in motion is an extension of the default aesthetic. It’s ASCII, text-edit, HTML 1. No effects, no techniques – the animation is deliberately basic and throws the focus back to the content. The entire brand is built on two core moves: hard cuts and linear slides.
These can be used alone or compounded to create blinks, reveals, ripples, stretches and waves. The irony of such a low-tech, analog approach is that it can easily adapt to virtually any contemporary platform with the most fundamental tools.
Executive Creative Director: Greg HahnCreative Director: Ryan MooreHead of Production: Dina ChangDesigners: Simon Wannaz, Dylan Mulvaney, Caleb Halter Animators: Ken Tanabe, Drake Miller, Daniel Clark, Brandon KennedyEditors: Eli Mavros, Bill SaundersProducers: Penny Mailander, Haley Klatzkin