When the skies above transform into a breathtaking celestial display, the world stops to watch. In preparation for the 2024 Total Solar Eclipse, WTOL 11 wanted to create an unforgettable experience, both on-screen and off. They called on me to build a comprehensive television brand for The Total Solar Eclipse—a cohesive identity that captures the awe-inspiring beauty and universal wonder of this rare phenomenon.

A Celestial Brand Vision
The design team embraced the natural mystique of a solar eclipse, using cosmic-inspired elements to craft a brand as striking as the event itself. The color palette features deep space blacks, shimmering golds, and gradient hues of fiery orange fading to dusky blues. Together, these tones evoke the surreal transition from day to night during the eclipse.

Color Palette: I chose deep cosmic purples, radiant reds and oranges, and soft golds to evoke the night sky and sunlight, creating a striking visual appeal.
Crafting the Deliverables

My branding project encompassed a wide range of deliverables designed to enhance both broadcast content and community interaction.

Broadcast Graphics
I designed dynamic show opens and closes that featured the eclipse graphic, along with engaging animations and a celestial-themed soundtrack. Transitional bumps and in-show graphics were also created to ensure a cohesive viewing experience, keeping the audience engaged throughout the coverage.

Graphics Toolkit for Producers
To empower producers, I developed an easy-to-use graphics toolkit. This toolkit includes editable templates that allow producers to customize graphics while adhering to the brand guidelines. I also provided a training manual to ensure that everyone could use the toolkit effectively, streamlining the content creation process.

Print Materials
My print materials included vibrant posters for both in-studio use and community distribution, promoting the event and WTOL’s extensive coverage. Additionally, I created swag bags filled with branded items to give away at local events, enhancing community involvement.

Social Media Graphics Toolkit
In today’s digital age, social media plays a crucial role in engagement. I designed a suite of templates for Facebook and Instagram reels, along with custom story overlays that highlight key eclipse facts and promote live coverage. YouTube overlays were also developed to attract viewers to video content.

Community Engagement Graphics
To further connect with the audience, I created digital photo booth graphics for community events, allowing attendees to capture fun moments with eclipse-themed overlays. The swag items—custom T-shirts, eclipse glasses, bracelets, and cup koozies were designed to enhance local participation and excitement.
The Implementation Timeline

The project unfolded in several phases:

Concept Development: Brainstorming sessions led to the development of the brand identity, followed by design iterations.
Production of Graphics: I created the broadcast graphics, toolkit templates, and print materials.
Community Engagement Prep: Finalizing swag items and digital booth graphics, along with planning community events.
Launch and Feedback: I rolled out the brand identity across all platforms, making real-time adjustments based on engagement and feedback.

The Impact
The brand identity I created for WTOL 11’s eclipse coverage has successfully generated excitement among viewers and the local community. Feedback indicates that the graphics toolkit has streamlined the content creation process, significantly enhancing the quality of broadcasts. Social media engagement surged during the lead-up to the event, and community events saw high participation rates, demonstrating the effectiveness of my branding strategy.

Conclusion
The design project for WTOL 11’s coverage of the 2024 Total Solar Eclipse showcases the power of a cohesive brand identity in multimedia engagement. By thoughtfully integrating visuals across various formats, I enhanced the viewer experience and fostered community involvement. I can’t wait to share this celestial event with the audience and look forward to seeing the excitement unfold on April 8, 2024!