Portrait: Troika

Hollywood branding company sits at the crossroads of entertainment, sports


Who Back row (l. to r.): Dan Pappalardo, ecd, co-founder; Gil Haslam, cd, sports; Whit Friese, cd, entertainment marketing; Dale Everett, cd, brand design. Front row (l. to r.): Reid Thompson, cd, brand design; Chuck Carey, president, co-founder

What Brand consultancy, creative services agency

Where Hollywood, Calif., offices

Troika’s first project was creating ABC’s 2001-02 prime-time identity, an effort that was recognized by the Cooper-Hewitt National Design Museum. Troika has since evolved from a design boutique into a branding company, working across traditional and digital channels for the likes of The CW, Fox, Disney Interactive, ESPN’s SportsCenter, Discovery, Starz, EA Sports and the new home of the Los Angeles Lakers, Time Warner Cable SportsNet and Deportes. Nearly 40 percent of Troika’s business now comes from sports media, and earlier this year, the agency relaunched NBC Sports after the Comcast and NBCUniversal merger.