The Profit / Show Package
CNBC PRIME
The Profit, starring entrepreneur Marcus Lemonis, has been hailed as the most popular reality television program in CNBC history. Currently in its 7th season, the show follows as Marcus lends his expertise, enthusiasm and capital investment to grow small businesses in exchange for an ownership stake in their company.
Our studio’s task was to take on a complete overhaul of the existing Profit graphics, coming up with a brand new show package that felt bold, premium, and modern for the upcoming season. At the same time, Marcus has branding of his own as an actual entrepreneur, and wanted to make sure the GFX package felt cohesive with his own brand.
CONCEPT DESIGN EXPLORATION
After some initial concept exploration, we landed on the theme of “Adaptable.” Through working with so many types of businesses and personalities, Marcus has to be flexible and ready to adjust his leadership styles in order to solve different challenges.
To express this, we started with a number of concept moodboards and style frames, experimenting with color palettes and forms to give the new show package a driven and sophisticated treatment. We collaborated with the CNBC in-house design team on the Profit logo to make it larger and bolder, with an abstract crop as a symbol of the landscape that Marcus and the businesses navigate on the path to successful and profitable ventures.
MAIN TITLE DESIGN
ADOLESCENT DIRECTOR’S CUT
For the main title design, we worked with a mixture of key art photography (creating stop frame animations) and episodic show footage to express his multifaceted character, combining them with supporting motion graphics hinting at positive growth.
This treatment was applied to the show’s interior infographics, OOH advertising, and digital + social media marketing needs for its new season launch.