IT's ON Style Guide

Fig 699a. CBS

Format: Brand Campaign c.2020

In a bold call to direct viewers to a new streaming service, CBS All Access looked to us to help define and unify a new brand campaign.

It became clear when CBS All Access launched their IT’S ON campaign—across all of their properties— that they would need a style guide to help align several creative teams as work was distributed. This document would serve as a bible for everything from on-air promos, social posts, display ads, partner promotions and copywriting to maintain consistency and maximize brand recognition. The challenge of creating something on this scale was in the sheer volume of assets and instances that needed evaluation.

We were tasked with exploring opportunities and vetting solutions. This included developing several examples of proper and improper usage for logos, layouts, typography and terminology for all media placements to land on approaches that worked best within 360 digital campaigns. Additionally, because new partnerships continue to develop over time, the document was designed to serve as a guide for new promotional assets that could be developed for future promotions.

Project Services


  • Animation
  • Conceptualization
  • Design
  • Development