Breathe new life into a stale TV channel for men.

• Find the opening: Look at failed men’s entertainment brands to understand why they failed; look at current ones to identify whom they’re neglecting.

• Add younger viewers—but keep the existing older ones happy.

• Evolve into a more distinctive look—without completely disconnecting from the original identity.

• Walk the line—making it unapologetically male but sensitive to modern attitudes about gender.

We gave the brand an extreme makeover—transforming a bland non-experience into a complete TV man cave:

• Went all-in as a men’s channel because we saw a hole in the market—but tempered it, avoiding toxic masculinity with good-natured humor.

• Created a new “dual tonality” that simultaneously rings earnest for older audiences and slyly kitschy for cynical younger ones.

• Cooked up a brash, in-you-face call to action: Grow a pair.

• Slashed the existing logo in half, displacing the two pieces along a dynamic “fault line”—to convey “fresh disruption” & provide endless opportunities for animation.

• Visual Style. Developed a sleeker, more distinctive look—still bold & masculine, but with a richer, warmer color palette, more gradients, & energetic diagonals. It’s versatile: can be dressed up for James Bond, dressed down for Walker, Texas Ranger.

• New brand concept & evolved story

• New visual identity system

• New Brandbook