Having first helped strategize, position, and brand their new brother-channel, FXX, from the ground up, FX next asked us to tackle the mother brand as well.

In collaboration with Lee Hunt, we engaged the FX brand stakeholders in a lively brand workshop that helped us to understand what their most ownable asset was, and turn that into the new brand position: FEARLESS.

*I did not make any of this key art. This stuff came from FX.



Fearless works for FX on many levels – becoming an anthemic descriptor of not only the brave, “outsider” lead characters of their tent-pole shows, but more importantly as a filter for how they develop content and the kind of storytelling that the brand has always championed. FX has always been about taking risks and creating irreverent, original programming that celebrates the everyman among outsiders.


“Fearless” became a stamp and badge of honor – really coming to life in brand image campaign. When you see the word “Fearless”, alone, paired with a dramatic image of Louie CK, Timothy Olyphant, or Kerri Russell from their hit series “The Americans”, it all falls in to place.


We were thrilled to work with FX. Stephanie Gibbons and her team are truly some of the smartest, most engaged, network braniacs we’ve ever had the pleasure of knocking heads with. Network president John Landgraf is really on some Colonel Kurtz type shit. Not in the insane genocidal way, mind you, more in that he’s built a cult of personality around him and his impassioned vision for the network. The top execs speak of him with a reverence I’ve never encountered anywhere else. And when he enters the room and starts talking about the brand, everybody else shuts up and just listens. And so they should. FX has really paved their own path in the network landscape. They consistently produce GREAT TV. 2014′s FARGO got 18 Emmy nominations! And have you noticed they don’t have ANY reality TV shows? That is not by accident. That is on principal. Few other networks can claim as much. They have my utmost respect.

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