L&C has really been racking up the Virgin America points this year, working closely with the awesome team at the LA mothership of the FX brand.

They reached out to us in early 2012 to help them create a new network, an offshoot of FX itself.

First things first, we determined that what was really needed was a younger, cooler, funner version of FX - one that would skew towards comedy but also serve as a second tier for programming from the mother brand, giving viewers more of what they already love about FX. They could launch it with established tent-pole shows like "It's Always Sunny In Philadelphia" and branch out from there.

After countless late-night white board sessions and a lot of long, Sapporo-soaked debates, we settled on the name of the new network: FXX - launching Fall 2013.

We developed strategic brand positioning and a logo mark that would establish their presence firmly within the FX brand universe.

We also gave them a visual template for the kind of candid, irreverent imagery that would capture the spirit of this young, upstart network.

Like proud poppas, we eagerly await the launch this coming Fall.

Check out the official site

We've rebranded Lifetime! That means a new logo, a new tagline and an all new look and feel. Read more here and here. 

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VH1 asked us to work with super cool artist ESPO on creating an award for their new flagship awards show: DO SOMETHING. Do Something is an organization that gives grant money to kids under 25 who are busy changing the world. 

ESPO and L&C CD Julian Bevan developed the concept of a winged sneaker. It was something that felt grounded in kid culture but also aspirational. After designing the sneaker and the logo that went with it, Julian worked closely with VH1 and Society Awards in NYC to refine all of the details. The award began its life being molded in clay, completely in hand, in China, before being cast in chrome. 

Tho the crafting of the award as an award is an award in itself, discussions are underway with Nike to do a limited run of sneakers in 2011 inspired by Julian's design.

L&C is proud to be in the running for a couple of different projects at this year's Promax Awards. "The Hammer", a rather graphic slapstick spot for The Speed Channel's "Big Block Thursdays" campaign, is nominated in the "Daypart/Block of Programs Spot" category. It was one of four spots we created for them, and it will definitely make you think twice about hitting anyone in the skull with a hammer. Our promo for the 2009 season of "Dancing With The Stars" is also a finalist in the "Non-fiction/Reality Programming Campaign Using Integrated Media" category. Note to self: Whatever you do, if you're shooting in the California desert in the middle of summer, leave your leather pants at home.

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L&C had the great privilege of assisting the new Cooking Channel in the development of its brand voice and personality, through the creation of a documentary-style image campaign. We went out and found sixteen amazing food people from a casting search of hundreds, and had them tell their stories during an intense on-camera interview session. Combined with beautifully shot footage in several locations, the pieces created a totally natural, totally savory image of the new Cooking Channel and the interesting and sometimes fanatical people who make up their audience.

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