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ERA404 provides full-service execution of Irwin Entertainment’s Corporate Identity

January 5, 2005 - Press Releases

NEW YORK CITY — On January 25, 2005, Technical Director Mike Citarella teamed up with Designer Gary Keenan, to undertake the expansion of Irwin Entertainment’s identity throughout a battery of broadcast and print media.

Keenan, a designer at NYC-based post production and broadcast design house, Creative Group, Inc., concepted broadening Irwin Entertainment’s image, and selected ERA404 after a number of notable collaborations in the past three years.

“Since Irwin Entertainment is a newly formed entertainment company, our aim was to create a strong identity that evoked a sense of excitement and reinforced the company’s image across all media,” Keenan said, building a solid strategy from the onset of the project.

Irwin Entertainment founder, John Irwin, is executive producer for 12 episodes of “Bad Boys of Comedy” for Paramount Studios and supervising producer for 26 episodes of “Russell Simmons Presents Def Poetry” for HBO. Upholding this reputation and enforcing his company’s brand recognition became an immediate priority for ERA404.

“I completely trust Gary’s intuition about constructing mood and allure in his work. I think we were very successful in tailoring our design to the style of Irwin Entertainment,” added Mike Citarella, who executed the 3D animation.

Together, ERA404 with Keenan directing, storyboarded, developed and delivered two versions of Irwin Entertainment’s six second hero logo animation, to be the exclusive identifier used when crediting the company’s standard- and hi-definition broadcasts.

The project was then handed over to ERA404 Creative Director, Don Citarella, to begin development on an impressionable stationery system and business card design.

“Because of Irwin Entertainment’s bold identity, we wanted the stationery system to have the same impact that our client is known for— energetic and unprecedented work. Similarly, each piece incorporates the excitement of their brand and provides the recipient a surprise when turning over the cards, opening the envelopes, unfolding the letterhead, etc.”

This strategy was carried out by applying the strong type positively and reversed on both sides of all printed material and resulted in a solid and elegant package.

ERA404 is best known for their work with Sanrio’s Hello Kitty’s 30th Anniversary at the Rockefeller Center (11/04), the Target Holiday Boat (Christmas 2002), and Target Benchmark’s Central Park at Christie’s (11/03).

Upcoming work for ERA404 includes Herb Ritts Foundation’s online presence, and Jonathon Safran Foer’s web site for his new novel, Extremely Loud and Incredibly Close.

Sound design for this clip has been provided by:
Haddon Kime: (

About ERA404
Established in August 2000, ERA404 Creative Group, Inc. is a New York-based design, development and marketing agency which shoulders an impressive list of clients ranging from not-for-profit organizations to Fortune-1000 companies nationwide.

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