A&E hasn’t been the serious “Real. Life. Drama.” channel it once presented itself as for a long time, and the current network bears little resemblance to its former self, so a rebrand only seemed obvious. Troika, who also recently rebranded the Encore channels, delivered a more appropriate brand image for the network now most know as the channel to turn to for marathons of Duck Dynasty.
In addition to Duck Dynasty, sadly the most-watched nonfiction series in cable history, the rebrand also focuses on recent hits Bates Motel and Longmire. Touting the network’s “100% original programming lineup” and recent successes makes sense for the network, which really couldn’t be more different from the channel that called itself “Arts and Entertainment.” “Be Original” works as both the tagline and “internal brand platform,” anchoring the rebrand while simultataneously touting the 100% original content of the network and the distinct characters of its most-watched shows. You can get a good idea of the rebrand from the montage above, but for the full experience head here for an in-depth case study.