Reinvent a broadcast icon. That's what Lifetime tasked us to do – from strategy to brand identity to design packages to communications. The whole kit-n-kaboodle. We shook things up a bit, repositioning the network as the voice of modern women, complete with a new tagline - "Your Life. Your Time." - to herald the new era. Back on the scene, crispy and clean, the new brand is once again turning heads and getting down for its crown.