A+E
Networks
Life, magnified
Brand ident for A&E | Juan
What
Repositioning for the A+E Networks group and narrative and creative development for the A&E, History, Lifetime and Biography sub-brands.
Role: Copywriter
Agency: Sunshine
The Work
BRIEF: A brand narrative to shift perceptions A+E’s suite of documentary entertainment brands from reality TV channels to multi-channel true life storytelling.
BRAND STORY: We aligned the bravery and integrity of A+E’s suite of best-in-class storytellers with the open-minded curiosity of an audience open to experiences different from their own under the line Life, Magnified.
Case study: A+E Networks, Life Magnified
Manifesto film, The Untold, Told, relaunching the Biography brand at A+E’s Upfronts presentation
CREATIVE DEVELOPMENT: Under the flagship brand’s confident new positioning, we developed an editorial strategy for History, helped to relaunch the much-loved Biography brand for the 21st Century under the line The Untold, Told, reinvigorated Lifetime and repositioned the network’s flagship channel, A&E, as a bastion of brave and challenging storytelling under the line Look Closer.
The latter was relaunched with an ode-to-America hero film featuring the work of poet InQ and a full-page appeal for togetherness on the cover of the New York Times. We also created the network’s first ever brand bumpers, which featured a suite of fascinating characters from the under-represented corners of American culture.
A&E Look Closer launch film
Brand ident for A&E | Kanya
Brand ident for A&E | David
The repositioning put a new flag in the ground under the stewardship of CEO Nancy Dubuck and helped boost performance at the network’s advertiser upfronts for the year.
First conceived in 2016, the Life, Magnified positioning provided continuity as the main brand completed its transition to a channel-neutral story brand as A+E Global Media in 2025.