Crime+Investigation

Crime+Investigation

Crime+Investigation is a global channel from A&E Networks for those who want to understand the criminal mind. It tells the stories that people are afraid to hear but can’t stop themselves from listening to, helping those curious enough to uncover the truth.

Approaching a difficult subject matter for a brand, we decided to create a visual and verbal language based on an unusual narrator, a killer. We created a design system that was intentionally mundane; a simple and uninteresting typeface supported by imagery that didn’t show crime or criminals, but focused on location – unremarkable places where real crime happens. The key element of the brand is the typographic messaging with each word becoming an expression of the killers unravelling nature. This is communicated through poor letter spacing and position to symbolise their erratic temperament.

Crime + Investigation is a global channel from A&E Networks for those who want to understand the criminal mind. It tells the stories that people are afraid to hear but can’t stop themselves from listening to, helping those curious enough to uncover the truth.

Approaching a difficult subject matter for a brand, we decided to create a visual and verbal language based on an unusual  narrator, a killer. We created a design system that was intentionally mundane; a simple and uninteresting typeface supported by imagery that didn’t show crime or criminals, but focused on location – unremarkable places where real crime happens. The key element of the brand is the typographic messaging with each word becoming an expression of the killers unravelling nature. This is communicated through poor letter spacing and position to symbolise their erratic temperament. 

Idents/Reel: Directed by Will McMullan 

Agency: DixonBaxi

Idents/Reel: Directed by Will McMullan 

Agency: DixonBaxi