Background

Inspired by Comedy Central's Emmy Award-winning series "@midnight," "After Midnight" is the smartest show on television about the dumbest things on the internet. With celebrated comedian Taylor Tomlinson at the helm and a panel of guests from the worlds of entertainment, comedy, music and beyond, the late-night comedy series features looks into what has set the internet abuzz that day with a game show feel.

Objective

Create a logo for the new show @fter Midnight, that represents a “night-time” feel, and connects with its gen-z audience. Conceptualize a series of styleframes of the show’s visual identity to hand off to their internal design team.

Approach

Our approach was to come up with a playful, trendy logo that would appeal to a gen-z audience. We aimed to create the familiar late night show feel, without using overrused neon tropes. With a combination of moody colors and soft blurs, we established the After Midnight branding as seen below.

Creative Director: Erin Kilkenny
Art Director: Lili Emtiaz
Producer: Natalie Studdert
Designer: Boris Schneersohn