Aldie Pretorius
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A BOLD NEW IDENTITY FOR FOX

The strategy that resonated most with key business people was to reintroduce the 20th Century FOX iconic identity, with a modern twist. The ‘Light Beam’ became our fresh expression of the classic searchlights that we all know and love as the benchmark for Hollywood quality content. Inspired by the studio’s 80+ years of ground-breaking entertainment, we’ve reinterpreted the classic searchlights and fanfare into a bold and captivating graphic system.


My responsibilities: Strategy. Concept. Art Direction | My team at FOX: Creative Director - Sasan Roohi. Design - Dixon Baxi | Project scope: On-Air. Off-Air. Social