ABC Family had a unique space in the television landscape and was a Top 5 Network for Women 18-34 for 5 plus years. With broad, mainstream appeal, the network represented itself as aspirational, engaging and relatable.

I inherited the network style that had been in existence for almost a decade. By defining itself with a bright color (“persimmon”), the network had notable recognition with viewers, but my challenge was how to work within the narrow rule set of only two simple colors (orange and white) for every series and every genre. We conceived background environments for series photography such as Baby Daddy to Pretty Little Liars and Twisted and had just been beginning a deeper color exploration when we initiated the rebrand, under a new network president.