Tag Archives: 2008

Ripe Digital Entertainment – Corporate Brand Identity Overhaul

New Homepage

Since I started working at RDE, I had been dying to re-do the corporate I.D. (click to visit website)

Client: Ripe Digital Entertainment

Project: Creative Direction and Design for Ripe Digital Entertainment Brand ID, Website and Print Collateral

Upon my arrival at Ripe Digital Entertainment (RDE), I had made it a personal goal to redo the brand identity and collateral.  The poorly executed logotype, production value of the collateral, and the website’s usability and clutter had become a source of embarrassment.  Considering the original “paisley” logo was based on a brand naming/identity I had done for a holdings company (same owners) I was personally vested in this identity, and was not happy with where it had been taken since.

Working the former VP of Marketing, I developed a creative brief that outlined the primary challenges, requirements, audience, and messaging for the new identity.  Once we had the foundation for the thinking behind this effort, I called on long-time collaborator Dan Benderly to help make it a reality.  Starting with a broad range of comps, we worked with the CEO to focus in on a logo direction that ultimately would work.  From there we executed on the creative for the print advertising, website, business cards, buck slips, folders, etc.

I could not have been more pleased with the final result.  The “Before” and “After” examples speak for themselves.



Designer: Special thanks to designer extraordinaire Dan Benderly, without whom this could not have turned out so well

Development: Pinacol and their Blazonco platform

RipeTV.com 2009 – All three networks on one site.


Homepage - Click image to view live site

Client: Ripe Digital
Project: Art Direction and Design for RipeTV.com – Merging the 3 Ripe Digital Networks into One Property and Adding Aggregated Video Content from Around the Web.

Gallery (actual screenshots)

Ripe TV ‘08 – Website Redesign

Homepage - Gears of War Takeover

Client: Ripe Digital
Project: Art Direction and Design for RipeTV.com – Action, Comedy, Sports Video Website for Men


Flow TV ’08 – Website Redesign


Hip-Hop Lifestyle On Demand

Client: Ripe Digital
Project: Art Direction and Design for Flow.tv – Hip-hop Lifestyle Video Website

Six month’s after my arrival at Ripe Digital Entertainment (RDE) the company was ready to launch a new hip-hop lifestyle network, internally referred to at the time as Hustle TV.  Prior to the launch of the network, I brought to the attention of executive management the need for authenticity if the network was to succeed with the intended audience.

Working with a select few from the graffiti hip-hop community I knew from freelancing for the underground brand “7th letter,” I was able to build a compelling short list of names for the new network that better resonated with the audience.  Ultimately it was the network spokesperson, Ghostface Killah, who sold it through for me by pointing out that those without talent have to hustle, and at the end of the day, “It’s all about your flow!”

Following the finalization of the name I collaborated with graffiti artist Eklips-One, founder of 7th Letter to develop a logo that would work for all uses and maintained the authenticity we had to have.

From this brand naming and identity, a multitude of projects were developed. Web applications, Print Advertsing, a t-shirt design that was featured in the Print Magazine Regional Design Annual, and ultimately the last version of the website. The lates version was a an excellent blend of bandwidth friendly graphics that could be customized on a per show basis and design elements, such as the billboard frame, that addressed the subject matter in a subtle way.

The network went on to be the most successful VOD property for RDE and was the primary vehicle for it’s lucrative annual ”Hip-Hop Live” tour with advertisers Dodge and Sony.


Ripe Digital – Desktop & Toolbar Applications


Client: Ripe Digital
Project: Architecture, Art Direction and Design of two applications for Ripe Digital’s Video Properties.  One is a browser toolbar for both I.E. and Firefox that integrated original programming and used a Flex powered video search that scoured the net for video from multiple video properties.  The second was a desktop application that delivered video from the respective properties to the users desktop.  The Desktop player also used the Flex powered video search and playback.


Octane TV ’08 – Website Redesign


Octane Homepage

Client: Ripe Digital
Project: Art Direction and Design Website for OctaneTV.com – Action Motorsports Lifestyle Video Website.  Much thanks to Russ Schwenkler for 3d and texture work.