Aaron Rocha

Video Editor and Graphic Design

I got a call from Lisa Johnson who has an exciting opportunity for a new conservative news show. She reached out to me for guidance on developing the show, and she already had a concept in mind—calling it "The Current Report."

We had a sit-down to delve into Lisa's identity and values. Since she's a previous client, I had a head start in comprehending her concept. Involving talent in every creative step is my approach. However, "The Current Report" didn't evoke any emotional response; it felt like something seen or heard before. So, I prompted Lisa to share the core message she wanted in this new show and encouraged her to take a step back for a thoughtful review.

I shared some initial thoughts with Lisa about her desire to address the nation's current turmoil and how to explain the complexities of the situation. As we brainstormed, the phrase "The Country's on Fire, and You Need to Know Why" emerged and resonated with us, capturing the essence of what she wanted to talk about.  

I took the phrases "country on fire and news you need to know" into IA and we landed on "Fire and Facts"

Taking the concept of "FIRE & FACTS" I crafted sample materials for the new news station. These samples will serve as a showcase to attract potential investors, positioning Lisa's show as the flagship program. 

In the process of logo design, I'm considering two approaches. One option is to use standard colors in the text of the logo, providing a clean and straightforward look. Alternatively, my favorite idea is to incorporate imagery into the logo, visually illustrating the topics that will be discussed. This approach aims to offer a more engaging and explanatory visual representation of the show's content.