We are proud to present to you our rebrand / refresh of the Soul Train Awards! We'd like to share some of our process in executing what has turned out to be our favorite project of the year!
Thunderdog was recently hired to completely re-design The Soul Train brand for the upcoming 2009 Soul Train Awards show airing on Viacom's new Television network Centric this Sunday, November 29 at 9:00 PM ET/PT. This was a huge honor considering the history of the the Soul Train show. The show is a huge part of American culture and re-designing it comes with a lot of weight and high expectations. Never shy of a challenge though, we jumped right in.
Luckily, VH1 (who art directed the project) gave us a lot of freedom in creating the new logo, new train and over all look and feel of the project. The scope of the project was expansive and included: New text logo, new train, lock-ups of train and logo, ad layouts for print and outdoor campaigns, art direction and keyframes for the 20 second animated open (animated by Interspectacular), subway campaigns and design of the award statue itself.
Below, you'll see the art that was used for the campaign and some of the behind the scenes work in progress that lead up to the final vision. Enjoy!
These are the two final lock-ups that were chosen. We tried to keep as much of the original funk in the text design as possible while making it sharp and modern. The font and rendering treatment was created by Tristan Eaton.
These are a few versions of the logo from the first round of development. All fonts in the main logos are custom made.
As we moved on to lockups with the logo, train and smoke, we realized how important the role of the smoke would be in the entire campaign. The treatment and character of the smoke would become a main feature and compositional element in all ads and animations.
We ultimately went with a black background across the board, setting the scene in space with more primary colors in the smoke. The drop shadow effect on the smoke helped to invoke a slight retro throwback.
Now at full throttle in the campaign, all the below comps were created for the Brooklyn Atlantic Avenue Terminal MTA take over. At this point, all art created for outdoor advertising was turned over to Interspectacular to simultaneously begin the animation process.
Seriously, at this point we felt like we were being spoiled. Working on The Soul Train was great enough, but we were thrilled to hear about this particular take over. Centric bought ad space through out the entire Atlantic Avenue station, taking over every single ad in the terminal. This is one of Brooklyn's largest train junctions with the MTA converging with the LIRR, so literally millions of people are getting exposed to the campaign every day. We took a little field trip with our amazing rep from Bernstein & Andriulli Pamela Esposito. Check out the pics...
This train wrap was not actually in Brooklyn. This is in fact a MARTA train which is exclusive to the Atlanta, Georgia area. The 2009 Soul Train Awards were taped in Atlanta on November 3rd. Represent Hotlanta!
Tonight Kidrobot is opening it's newest exhibition of customized Munny toys (designed by Thunderdog founder Tristan Eaton of course). The line up of artists is really impressive and so is the work. Check out the entry below from Thunderdog. Designed and executed by Tristan and Matt Eaton.
Also this month, Kidrobot opens the doors of their first London store! Go check it out if you're lucky enough to be in the UK!!!