10pm News Image Revamp

Posted: September 1, 2012 in News Promos
Tags: , , , ,

WKCF in Orlando had a 10pm News produced by the CBS affiliate on the other side of town.  We used one of their older sets for our News, and didn’t have much say in the branding, when I inherited the news product.  Not too long after I became the Promotion Manager, we struck up a better deal with the NBC affiliate in town to do our news.  They would let us build our own set on one of their stages, and would work with us on rebranding the look of the newscast.  This is where I stepped in

We had recently revamped our station logo and look, and were heavily branding with the WB Network’s image at the time.

The first step was to redesign our News Logo.  Above is a sketch I made on a post-it note, of what I thought it could look like.  I included our new station’s circular logo and the rest was a shape and image inspired by the old “Weekend Update” lapel pins that Dan Aykroyd and Jane Curtin used to wear back in the old SNL days.  I handed that off to the art department I was using at the time over at Red Rocket Studios.  They fleshed it out a bit more and worked on the final design for me.

After that, it was time to design a news set.  We hired Park Place Studio to do the job, and I sent them over my notes along with the color pallette and other images we thought could work.  Below on the left is their concept art on what it could look like.  And the picture on the right is what it did end up looking like.

I wanted to brand the News using elements from the WB Network graphic package and worked with the News team to make sure it was used in all News graphics too.

We kept our News Anchor, Bud Hedinger during the transition since he was an actual employee of ours and not the other station.  But we were getting weather person assigned to our news that was a familiar face to the viewers in Central Florida, Marty Stebbins.

The launch date of the update was going to be January 1st, 2001.  I wanted to tease the changes on the air, and show images of us getting the new set ready, quick shot of Bud shaking hands with Marty, and things getting ready, without actually saying what was happening.   I wanted to take advantage of using the 2001 theme music to drive home the point of the launch date.  Keeping that in mind, I thought it might be kind of fun to have our voice guy do an imitation of the HAL from 2001 talking to Bud instead of Dave.

Here are a few of the long form and short tease promos.


Then when our next media buy came around, I designed and purchased outdoor ads to hit the streets to reinforce the new logo and Bud as the anchor.

Unlike most changes that happen at a TV station, we didn’t get one complaint on the revamp.  Nobody had anything bad to say.  In fact, they were saying good things on our website.  We decided to make a promo out of it.


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