Frank Lionetti

Design Director

[Frank Lionetti @franklionetti]

@joshselk Data from browsing with the hopes of watching more shows from various categories with lower licensing costs. Also, maybe most content is probably watched sequentially (or at least by season).

[Brian Collins @briancollins1]

No one is “coming-of-age,” anymore.

Instead, people are in constant states of becoming—and want stories and programming and that help them expand their world, not just escape from it.

That was the insight we built on to help evolve a remarkably popular streaming brand from “channel” to creator.

We worked with the leaders at Disney’s Freeform to reimagine a brand and a voice that sees people they serve not as just an audience, but as a dynamic, evolving community.

This gave Freeform a new core promise: To push new perspectives. With it, they could articulate what made Freeform unique and magnetic — deep stories told from emerging perspectives that could help people shape their place in the world.

So, we got super design nerdy.

Taking the original drawings of Helvetica, Neue Haas Grotesk (designed in 1957-1961 by Max Miedinger and Eduard Hoffman at the Haas Type Foundry in Basel), we transformed those cuts in collaboration with Monotype. And then, we animated them.

So, when Freeform speaks, it’s now through a redesigned, but familiar modernist typeface that never looks resolved. Like any good story, Freeform twists and turns. Always in a state of becoming, like their audience. With a limitless capacity to reinvent itself through color, shape and animation.

We hope it invites people to return to Freeform again and again.

Happily, the judges for this year’s Communication Arts Annual agreed we all did that pretty well. That was nice. Their link is below.

Our case study is here: https://t.co/s42FyFS9Cy

Freeform continues to be a beacon for the creative adventurousness of all the many voices that make it up - as well as the many communities that stream it.

Congratulations to everyone at Disney and COLLINS who worked so hard to make it all happen.

Team

Freeform
Joe Ortiz
Casey Brickner
Alison Braman
Michael D. Wong
Makenzie Goldrich

COLLINS
Louis Mikolay
Emily Sneddon
Frank Lionetti
Michael Di Leo
Taamrat Amaize
Dashiell Alison
Tomas Markevicius
Eric Park
Darius Wang
Madeleine Carrucan
Dante Carlos
Yeun Kim
Kelly Kraft
Meg Farmer
Alex Athanasiou

—
Type Foundry
Monotype

—
Photography
Mari Juliano

P.S. That we also got to work with a name crafted by David Placek and our friends at Lexicon made the project even better.
.

[Frank Lionetti @franklionetti]

@domesticetch Very cool

[Frank Lionetti @franklionetti]

@hassanrahim I think this is a shin banger

[Frank Lionetti @franklionetti]

@rachaelyaeger How many classes was this? I have a million questions

[Frank Lionetti @franklionetti]

@domesticetch My dad has other prints in his flat files. Next time I go home I’ll post some pics. They worked together a few times and he has some originals.

[Frank Lionetti @franklionetti]

@domesticetch My parents have the John Alcorn one and I’ve been begging for it for the last 10 years

[Frank Lionetti @franklionetti]

I feel like the majority of design twitter, feeding like vultures on things that look like other things is so tired. Does this all need to be so predatory? Let’s focus on lifting some new talent up.

[Frank Lionetti @franklionetti]

@briancollins1 Oh man so bummed, really that bad!

[Frank Lionetti @franklionetti]

Can we send in Zuck to take care of Putin? Zuck or Joe Rogan.

[The New York Times @nytimes]

Several Russian internet service providers are preventing users inside the country from accessing Google News after Russian generals accused a mercenary leader, Yevgeny Prigozhin, of attempting a coup.
https://t.co/AL85wlV9jf

[Frank Lionetti @franklionetti]

@01Evaman I bet they sit down hoping the movie is good. It’s been a hit or miss franchise.

[Frank Lionetti @franklionetti]

@SharpFootball Penn State Lavar Arrington

[Michael Harriot @michaelharriot]

Water infrastructure $ is controlled by local & state govts. Even federal grants are filtered through the state.

Ukraine gets $ from the federal level.

Also, no one’s water is dirty bc of Ukraine. It’s possible to provide clean water AND aid

This is high school civics

[Bill Simmons @BillSimmons]

I’ve lost all faith in 96-hour rehab facilities in Florida.

[COLLINS @wearecollins]

Good things come in threes.

@dandad has shortlisted our work with the good people at @figma, @FreeformTV and @IITDesign.

Cheers to our teams, cheers to our remarkable clients and thank you, judges.

[BP&O @bpandopinion]

Wonderful use of form, colour and material by Manual for Eames Institute. Read the review → https://t.co/WN3RVLvoHu

#branding #packaging #graphicdesign #design

[Frank Lionetti @franklionetti]

@SahilBloom @thesamparr The baby hold is…not great