In the early stages of our Esquire Network branding process, we had a lot of fun coming up with different ways to give the brand a unique and relatable voice. We dug through some of our old frames / process work and are excited to share some of our favorite ideas that didn’t quite make it through to the final product.
Not everyone knows that this project started out as a rebrand of G4, which had historically focused on video games. We were given the opportunity to help evolve the tone and identity of the G4 brand into something that was much broader, with men as the target demographic, but handled in a smart, sophisticated and personable way (basically everything that Esquire Network later embodied). One huge challenge was to make the G4 name make sense conceptually as the content shifted. We came up a logo treatment that was really engaging, slightly tongue-in-cheek, and would have been a blast to apply in real life. ; )