Case Study: Feel Good Anyway IFC Rebrand



In early 2010, Oregon shop Feel Good Anyway began an intense journey into the heart of a network rebrand for IFC. IFC’s vision for the project was to extend the channel’s reach beyond indie film to include a wide selection of indie culture. Music, film, food, sex, gaming, internet shenanigans—all of these categories would be within IFC’s creative domain. They placed a particular emphasis on comedy as a focal point for the new brand, and everything from the logo to promos to the show packaging had to reflect the “Always On. Slightly Off.” sensibilities of the new IFC.

IFC charged Feel Good Anyway with distilling these essential ideas into the logo and tagline. Feel Good Anyway crafted a set of interchangeable graphics that adhered to strict stylistic guidelines while still remaining unpredictable and provoking sustained curiosity.


IFC gave Feel Good Anyway a huge amount of creative latitude, and FGA rewarded IFC’s trust by delivering a solid brand foundation from which the network has grown. The gambit paid off handsomely with “Best of Category” at the Brand New Awards in two categories. As the network hones the focus of its content and expands in new directions, IFC has committed to retaining Feel Good Anyway as a creative partner and its source for branding inspiration and evolution.

Case Study: Feel Good Anyway Rebrands IFC

FGA / MATT ELLER / BILL MORRISON: creative development/direction, on-air system design, writing, research, animation, photography, live imagery, typography, edit, audio supervision
PROJECT PARTNER / DIRECTION / DESIGN / MOTION: Lee Schulz
AUDIO: Hatfarm
PRINT DIRECTION: Kristina Mueller
PRODUCTION / DESIGN: Willie Bogue
STOP-MOTION PHOTOGRAPHY / PROP WRANGLER: Bryan Dalton
MOTION DESIGN: Anouck Iyer
FOOTAGE / MOTION DESIGN: Judah Switzer

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One Response to “Case Study: Feel Good Anyway IFC Rebrand”

  • Wait, That Was Done In Oregon? : Oregon Confluence — June 6, 2011 @ 2:00 PM

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