FreeForm

(Disney-ABC)

Problem.

ABC Family, a cable television channel since 1990, had outgrown its name and needed to attract a larger and more diverse audience.

Solution.

The Disney-ABC Television Group announced that the network would rebrand as FreeForm. This name achieved every objective that Lexicon established with the client team. The name appeals to both kids and adults and captures the spirit of the channel: “not conforming to a regular or formal structure pr shape.” FreeForm’s president, Tom Ascheim, said, “The new name reflects the essence of our audience and our goal that users will e active contributors.”