As Nickelodeon has grown and expanded over the past 15 years, the brand message has changed. The initial assignment included strategy and positioning of the Nickelodeon brand and components like Nick Jr. and Nick at Nite. The internal audience’s perception of the brand was correlated with information from the external audience. Once determined, the on-air visual reface was produced to provide a clearer and proprietary voice for Nick. The reface elements were coordinated with off-air needs to provide a holistic communication for Nickelodeon. After the initial launch, the reface kit-of-parts needed to be implemented by the Nickelodeon creative departments. The system had to be flexible, inspire creativity and encourage ideas and concepts.