HEAD IN
THE CLOUDS

The Weather Channel was looking for a rebrand, starting with their all-day program The Weather Center. As they were expanding their digital offerings, we wanted to mix references to traditional weather forecasting and the previous, Trollback-designed open with a modern, flat design that would work well in-app and online.

After interviewing their meteorologists, we learned about synoptic code signals which were used when forecasters would hand draw weather maps modeled on their own calculations. Using the icons as a jumping off point, modular photography was incorporated that could be changed seasonally.

A red variation of the open was made to be used during severe weather, such as hurricanes, and matching toolkits were provided to the editorial staff so that they could push graphics out quickly to inform the public during dangerous weather systems.

The Weather Channel