Razorfish, Inc., the global digital solutions provider, has completed a redesign of the on-air look seen by the more than 10.3 million customers of DIRECTV service. Over a six-month period, Razorfish
assisted DIRECTV with the redesign of various elements of the overall on-air look of the service, including the development of a new on-air labeling system to reflect the hierarchy of its sub-brands,
logo animations, title sequences, a modular toolkit for on-air promotion, and specifically-designed music. In addition, Razorfish was engaged to develop a promotional campaign for DIRECTV. The
campaign, for placement on the DIRECTV service only, is designed to promote monthly service upgrades and features 30- and 15-second spots targeted at existing customers. The new on-air look is
scheduled to debut in early November.
- Adam Bernard
