A+E - Critics' Choice Awards 2015

Let The Competition Begin

The Ask

A&E came to Viewpoint Creative looking for a fresh, new way to position and brand its newly acquired Critics’ Choice Awards franchise. It needed to stand out thematically and visually in a crowded award show marketplace.

The Solve

After a comprehensive analysis of other award shows, we saw an opportunity to position the Critics’ Choice Awards as the most credible and competitive event while creating a visual brand that is both intimate and fun. We examined overall tone, show structure and stage and award concepts in collaboration with A&E.

Once positioned, we developed and designed the new logo, tackled the look and feel of the show packaging, the open, and developed an easy-to-use toolbox package that rippled across all platforms… from on-air to the show package, online marketing and even the Red Carpet pre-show.

Event Photos

Marion Cotillard (top) and Michael Keaton (bottom)

Concept Development

Show Package

Show Promotion

  • Client - A+E

Winner - Bronze

PromaxBDA Entertainment Program Campaign


Winner - Bronze

PromaxBDA Art Direction and Design


Fun Fact:

The Critics' Choice Movie Awards are the most accurate predictor of the Academy Award nominations.


Client Quote:


We wanted the Critics Choice Awards to arrive on A&E with a fresh new look and voice. Viewpoint were the perfect partners in re-imagining the visual identity of the awards across every single touch point. Guy Slattery
EVP, MARKETING A&E, HISTORY, H2

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