Creative Direction | Launch Campaign Development | Entertainment Branding & Style Guide
Challenge: Create cross-platform campaign and show branding (logo development, iconography, visual & copy guidelines) for the global launch of "Daniel Tiger's Neighborhood". The animated series is a re-imagined "Mr. Roger's Neighborhood," now told through the adventures of Daniel, a much-loved character from the original series created by Fred Rogers in 1968.
Solution: The show introduces a new generation of preschool viewers to a neighborhood of make-believe with a rich legacy. The simple and iconic image of Fred Rogers' trademark red cardigan, as well Daniel's family and the neighborhood trolley are referenced in the ads and in the newly developed branding.
As in the original show, "Daniel Tiger's Neighborhood" gives very young viewers simple ways to deal with life's little ups and downs, and the launch campaign clearly conveys that benefit for both the kids and their parents.
"Daniel Tiger's Neighborhood" is one of the most successful new shows ever launched on PBS Kids and continues to delight parents and young audiences. It is a nominee and winner of multiple Emmy, SOCAN and Television Critics Association awards.