POPSUGAR, a leading women’s lifestyle brand, just completed a rebrand, and sought a new video look-and-feel and brand identity. Enter Buster, the animation and special effects powerhouse responsible for creating award-winning television advertising campaigns, show opens, promos and rebrands for Bravo, E!, History, Dove, FX, Warner Bros and DirecTV, among many others.
Partnering with the POPSUGAR design team, the veteran creative shop was tasked with rebranding all the video content into a cohesive format and establishing a core brand identity. Collaborating with POPSUGAR’s in-house design team, Buster helped develop customizable motion graphics that blend into a balanced new look framing bold, colorful celebrity, culture and product images that appear to pop off the screen.
"We were thrilled to partner with POPSUGAR and be a part of such an exciting phase in the company’s history,” said Jonas Morganstein, Executive Creative Director at Buster. “The rebrand involved giving POPSUGAR a more modern look and feel, providing an enhanced way to showcase POPSUGAR’s unparalleled video content, including POPSUGAR LIVE! The daily entertainment and lifestyle show. It was also about celebrating POPSUGAR’s position as a leading destination for women to read, watch, and shop.”
“Our goal was to come up with a cohesive look that would encompass a wide range of styles,” said Freda Lau, Creative Director at Buster. “We developed a fresh, fun, feminine and modern world of airiness, light with versatility in style.
The launch of the new POPSUGAR coincides with the launch of POPSUGAR LIVE!, an ambitious daily show that broadcasts online live everyday at 1pm and 3pm PT. For POPSUGAR LIVE!, Buster created a custom graphics package that fits seamlessly into the overall brand.
"The POPSUGAR rebrand was a milestone for the company and Buster was a fantastic partner throughout the process,” said Jodi Lipe, EVP, Marketing, POPSUGAR Inc. “In addition to developing the look and feel of POPSUGAR Live! our new daily show, they also worked side-by-side with our design teams on crafting beautiful brand assets. The Buster team played an integral part in creating the new motion graphics look and feel for POPSUGAR."
Design Company: BUSTER
Co-President: Mark Feldstein
Co-President: Brad Roth
Chief Creative Officer/Executive Producer: Jonas Morganstein
VP Design: Hema Mulchandani
Creative Director: Freda Lau
Producer: Taline Ghazarian
EVP of Marketing: Jodi Lipe
Executive Producer: Jordan Allen
Design Directors: Marisa Lehnert & Rich Combs
Brand Manager: Katie Henry