Coming off the heals of A Chef's Life, the previous docuseries produced by Markay Media featuring chef Vivian Howard as the host, it was important to be able to distinguish the difference between the projects. Somewhere South was slated for Primetime and one of the main goals from stakeholders was to reach new and younger viewers.
Given the nature of how exhaustive the content was, we knew digesting the information and connecting the dots could be a challenge for viewers. Especially since we only had 1 hour to tell the story and history of cross cultural dishes per episode. To help bind and define those elements of the series, we illustrated certain segments and utilized illustrated maps for geographic and historic reference.
I began by developing the brand elements of the show to work cohesively across multiple mediums. Keeping in mind the current and new audience we were trying to reach, I chose to create elements of the brand that would push the boundaries, but not alienate our original viewers. Bright and inviting colors along with playful yet legible typography anchored the project in a way that enabled variety and cohesion between the animated segments, illustrated maps, website design, social media graphics, printed pieces, and merch. The elements that were initially created for video worked well across web and printed pieces alike and allowed the brand to flourish.