Tatiana Arocha works with Centric TV
to create vibrant and fun opening animations for Centric's "5to9" prime time hours. Arocha and Centric collaborated together to create an identity for their prime time block, making a series of IDs for each of their shows during the "5to9" programming. Says collaborator Gary Encarcion, "The idea behind the look of '5to9' was to create a sense of winding down, a changeover from day to night. We also wanted a strong connection to the main channel brand and the symbolism of the logo mark, that Tatiana kept intact while adding her own flair. From the start of the curtain raiser to any one of the show IDs, this package has proven to be a huge success. Its lush color palette and playful animation help bring a distinct, yet organic, look to a relatively young channel."
Says creative director Kesime Bernard, "With Centric's 5-9 positioned to be our signature primetime block, we thought it made sense to capitalize on the networks logo and it's underlying visual story. The Centric logo is essentially a Venn Diagram of color in which the overlapping hues come overlap to create the color brown. It's a subtle nod to our audience and the culture that we celebrate." Centric TV is owned by BET, a division of Viacom, and launched last fall/winter of 2009. The new channel targets upscale and sophisticated multicultural adults with aspirational values. Watch for Tatiana Arocha's animated spots on air now!
Creative Director: Kesime Bernard
Producer: Gary Encarnacion, Pamela Esposito
Creative Direction, Design and Animation: Tatiana Arocha
Design & Animation: Bran Dougherty-Johnson
Typographical Treatments: Tatiana Arocha and Melissa Gorman