“Oxygen Media is a multiplatform crime destination brand for women. Having announced the full-time shift to crime programming in 2017, Oxygen has become the fastest growing cable entertainment network with popular unscripted original programming that includes the flagship ‘Snapped’ franchise, ‘Three Days to Live,’ and ‘It Takes A Killer.’ Available in more than 77 million homes, Oxygen is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.”
Oxygen’s design system mirrors the complex process of untangling real-life criminal cases, drawing inspiration from newspaper clippings and police reports. Close cropping, negative space, and off-kilter alignments keep viewers on edge and actively engaged. Driven by a choppy animation style, deliberate omissions and reveals of design elements create a disturbing, unsettled atmosphere to reinforce emphasis on psychological motive.
Images (opinion after)
The on-air look fully pays off on the transformation of the channel to a crime theme, with a more consumer-friendly SE7EN-esque vibe in visuals and sound combining fast, moody cuts with tension-building score. The yellow and black duotones have a clever allusion to “danger/do-not-cross“ tape and add to the overall creepy vibe. The serif typography looks great on screen, especially when used large. The supporting condensed sans serif also plays a nice role and has a lovely, subtle behavior in animation where it quickly shifts between light and bold weights as it snaps across the screen. The tape motif from the logo is also an important motion device, holding images, highlighting information, and even serving as redacted, censoring bars. It all works very well together and definitely shapes the personality of the channel and sort of makes up for the weird premise of Oxygen as the “multiplatform crime destination brand for women”.