In 2018 IFC approached Gretel once again to rebrand their channel after a widely praised rebrand four years prior. As IFC continued to expand their programming, their previous system became too rigid.

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We were tasked to create brand new identity system that could provide them with flexibility and highlight the brand’s ‘Always On, Slightly Off’ personality.

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Our solution was to spotlight the brand voice—witty, intelligent, and conversational—give it a megaphone, and turn the volume to 11. We created a type-based system that delivered on flexibility (with the enough rigidity for cohesion), and put the heart of the brand center stage.