The problem
Irreverent. Brash. Ground‑breaking. Just a bit off. Sounds like a perfect match. Adult Swim proved that adults could—and would—watch cartoons again when the tone, style and attitude were right. It resurrected shows like Family Guy and continues to break boundaries with hits like Rick and Morty. I had the opportunity to help bring this brand to life by crafting the original identity, marketing collateral and press kits used to excite critics about this bold new segment of Cartoon Network.
The objective
Design a brand identity that could capture the irreverent tone of Adult Swim—edgy, adult‑oriented, culturally relevant—while clearly positioning it as distinct from typical children’s animation. The goal: establish an identity for the brand that could stand on its own, resonate with young adult audiences, and support original programming and syndication alike.
The result
Adult Swim quickly became a cultural and commercial powerhouse. Reaching over 90 million U.S. homes and consistently ranking as basic cable’s top network among adults 18–34 and 18–49, the brand’s original programming drew massive audiences and advertiser engagement. The identity and collateral we created helped define the irreverent, boundary-pushing tone that made Adult Swim a lasting phenomenon and redefined adult animation.
