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HGTV Is 'Refreshing’ Its Brand

Home and Garden Television plans a “brand refresh” this month, rolling out a series of promos that contain a new tagline: “Home, ideas, life.”

Hollywood, Calif.-based Troika Design Group created the spots for HGTV, which focus on the gabled roof featured in the channel’s logo.

Troika executives said they spent six days in Los Angeles shooting the spots, filming homes with gables in several neighborhoods. The spots also feature a shot of a doghouse with a gable roof, a girl playing with a dollhouse and a birdhouse.

“We really just wanted to improve on a good thing — a brand refresh in that they [HGTV] have a really strong foundation,” Troika executive creative director Mark Bohman said. “They wanted to push a little further, be a little more stylish, fun, contemporary and inviting.”

Bohman said Troika produced several different versions of the promos, ranging from 10 seconds to 30 seconds in length.

The spots also feature rapid-fire graphics that plug several HGTV programs, including House Hunters, Design on a Dime, Design Remix and Design to Sell. The names of the programs are flashed across the screen inside white graphics depicting the gabled roof from HGTV’s logo.

Troika also designs promos for Scripps Networks’ Food Network and Fine Living.

The design firm also recently delivered new promos to ESPN that tout its college basketball coverage, Bohman said.