As part of a soft re-branding campaign for MSNBC, we came up with a concept that personified the network’s expansive news coverage while also incorporating its signature peacock colors. Working closely with SS+K and Driver, we embraced the algorithmic aesthetic of graphic designers like John Maeda. Animating an undulating color spectrum was a welcome challenge: Rather than manually animate each piece of color block, we had our effects artist create proprietary software to nail the look.