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Shaping the “Always On, Slightly Off” Voice of IFC

MISSION: To guide a brand refresh, IFC sought a deeper understanding of network perceptions and viewer desires with the goal of developing a new brand voice and tagline to redefine the network.

APPROACH: Following a segmentation study, Miner & Co. studio conducted ethnographies among viewers and friends in their homes, neighborhoods, cafes, bars, and at parties to provide rich insights and to guide marketing and programming decisions.

OUTCOME: The “Always On, Slightly Off” tagline and a brand reflected in quirky shows like Portlandia were found to be a winner—and IFC was reborn.