Freeform

Streaming content is now saturated with endless choices driven by ruthless algorithms. As a result, established TV networks stick to known formulas to win over the code. Few take any risk on emerging talent or original series (or even pilots) to win over viewers.

But Freeform, a division of Disney, makes its name by backing young adult stories that buck tropes, flip scripts, and curb such conventions. They give narratives that are usually on the periphery a platform. Centering othered stories. And they needed to find the language to galvanize this future they were crafting.

Last year, Freeform fully evolved to be streaming-first and their transformed programming challenged even more industry conventions. So their purpose, story and brand voice needed to transform as well.

From channel to creator. From “on Freeform” to “Made by Freeform.”

Through this lens, we worked with the leaders at Freeform to create a brand that saw who they served not as an age, but a stage. Not an audience, but a community. A tribe of people united by a mindset. The key insight? They’re not coming-of-age, but in a constant state of becoming—and want shows that help them expand their world, not escape from it.