Syfy “Equations”

Take the old SciFi. Plus something unexpected. Add it all up and what do you get?

Our Syfy “Equations” campaign of course.

As a part of the Syfy launch, Blind created this series of IDs to convey the spirit of the new network. Iconic characters and elements transform and transition the Sci Fi logo to the new Syfy, demonstrating the concept of “Imagine Greater” in unexpected and engaging ways.

Led by Creative Director Richard Eng, the team worked with Syfy on multiple iterations of this basic concept, refining the storytelling at every step, and finally arrived at a minimal icon-centric approach.

“Syfy came to us with several concepts in the beginning, and we had a true collaboration with much back and forth to create the scripts we ended up with,” said Richard. “Once we had the icons, we figured out their interactions and got to work bringing these to life.” But the collaborative dialogue between Blind and Syfy continued all the way through to the very end, which made the IDs better everytime.”

Considerable time went into the creative development, not only for concepts but for the overall look and feel. ” Character design was also an important part of the process.” Added Richard, “These were very quirky and minimal spots.” Making sure we conveyed the intangibles of the new Syfy in a compelling and iconic way, but with a minimum of elements, meant endless tweaking until we felt we really nailed it.”