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We did: Everything
When Viacom acquired BET, they came to us to brand and launch Centric, a new cable channel that would replace BET Jazz and borrow from VH1 Soul.
The new brand was inspired by an aspirational lifestyle approach centered around the vital role African Americans play in leading American pop culture. Moving away from hip-hop clichés, we envisioned a more contemporary approach that felt new and fresh while staying true to the soul-
inspired programming. We designed the network logo, shot IDs and several show packages for the launch. More recently, we created the network's new tagline, "What's Good."
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