To update the brand identity of CBS affiliate WINK Ft. Myers, Fla., Los Angeles-based creative agency Vivid Zero combined photography with a clean and modern graphics look.

The structured geometric graphics package is grounded in navy blue and white and highlighted by a bold red that injects urgency into the station's overall messaging. Vivid Zero also rebuilt the station's logo, adding an element drawn from the final “K” that it calls the “K-point.” The K-point turns into a pointer or an arrow that emphasizes certain things in graphics sequences.  

“Our brand and motion theory was based on connections. Everything is connected, and the navigation elements support the story and the WINK News process of making these connections for their viewers,” wrote Vivid Zero on its website. “We add structure to the graphics package just like you would structure a news story. We leaned into the visual outline that mirrors the structure of a news story and allows us to layer imagery on top as we dive deeper to discover and uncover the big picture.”

Vivid Zero's custom motion graphics package is designed to put photography, footage and other data front and center, both to help the station better connect with the communities it serves and to highlight information that is most important to a news viewer. That included creating a “content open” that highlights upcoming stories with the camera moving from left to right as modules open and close. Similarly, Vivid Zero created shorter versions of these, called “mini opens,” that producers can insert during news broadcasts.  

Vivid Zero teamed up with IBM specifically to elevate the station's all-important weather package, based on IBM's Max platform. “We found solutions to streamline the workflow for meteorologists while creating an innovative and dynamic graphics system that re-imagined weather as it leans into interactive and digital,” Vivid Zero wrote. 

Vivid Zero created 48 looping sets and 36 custom weather icons for WINK to use in all of its weather packages.

Vivid Zero also focused on creating dynamic lower-thirds, which tend to be any newscast's most viewed graphics, as well as a full-screen graphics system to spotlight all kinds of data and photographic information.

Once the branding system and motion graphics package was completed, Vivid Zero produced a promotional package toolkit to help WINK elevate its topical tune-in spots as well as its brand image campaigns. Vivid Zero also worked with WINK to apply the new look across all of its collateral, from station cars and weather vans to business cards, baseball hats, umbrellas and more.