I watched the documentary on the Troika Group and was pretty amazed at all the companies that they have had a hand in rebranding. Also, what amazed me even more was the extreme coordination it took between multiple parts and people to make their excellent sequences.
Interestingly enough, I was watching Sleepy Hollow on Hulu a few days before watching this documentary and right before they play the episode on Hulu they play a 30-second bumper advertising Fox, the network on which the show normally airs. Currently their branding slogan is “So Bold, So Brash, So Fox. I thought to myself, “Hmm, I wonder who made this?” Lo and behold, the Troika Group is behind it.
What I found most interesting was the way that the creatives at Troika would determine how to brand their clients. In the case of Fox, they considered the characters and the shows that air on the network. The thought about the themes behind these characters when rebranding. I have to admit the brand fits. From there, once they’ve the determined the attitude or theme they begin brainstorming a way to best convey that to audiences. What elements would best highlight the brand?
What I liked most about Troika was how highly collaborative they are as a team. They are able to combine multiple areas to effectively determine who their clients are, what their story is and how to visually to tell that story in a limited about of space.