SHO×BET Plex Network Launch with Work-Order
My Role: Art Director (Showtime)
In 2020 we launched SHO×BET, a collaboration between Showtime and our ViacomCBS sibling BET. SHO×BET is a new plex channel (replacing the SHO Beyond plex) that takes the best of what Showtime does and transforms it into a platform to showcase Black culture across series, movies, documentaries, comedy specials, and sports.
We partnered with the amazingly talented team at Work-Order to develop and execute the launch branding for SHO×BET. Of the many ways to conceptualize a Showtime/BET partnership, we settled on Showtime as the venue and BET as the headliner. This thinking helped guide the creative: we took the Showtime brand’s generous use of dark negative space and white DIN typeface and used it to build the premium “venue” where we present the vibrant, welcoming, and dynamic BET voice.
We leaned into the × as a transitional and graphic device because it’s more than just a pretty shape. The muliplication symbol means collaboration: between musicians and DJs, between fashion houses and guest designers, between artists of all kinds.
Work-Order handed off Menus, Logo IDs, Ratings Cards, a Feature Lead, a Cross Throw, audio mnemonics, and a Launch Spot. From there the Showtime Creative Services team expanded the brand system into theatrical, documentary, and series repacks as well as social Brand Spots.
