Altice

Therum provided art direction for Altice across website headers, web banner ads, email graphics, and large-format out-of-home posters. The work transformed holiday assets, icons and sprites, into new, dynamic pieces, and used client-supplied device assets to build templates for TV service offerings.

The client is Altice. The brand on the work is Optimum. We took art direction across the promotional surfaces: homepage and landing page headers, web banner ads, email graphics and large format posters. Header concepts were presented as full comps sitting inside the live Optimum navigation, so the decisions got made against the real page rather than an empty artboard. Device renders and the programming key art came from the client. Composition, type scale and the line art built around them were ours.

The holiday set is a small vocabulary: snowflakes, gift boxes with orange bows, price tags, baubles and burst marks, all in the same outline weights of blue and orange. Every piece rearranges that vocabulary at a different scale. A price tag becomes the holder for the headline on a web header. A gift box grows until the whole message sits inside it on a street poster. Headers keep placeholder detail lines and a call to action button, so the copy can change without anyone touching the layout.

The goal was to craft compositions that built on previous work while staying rooted in the brand system. Therum played with the scale of type and design elements to carry product and service messaging, balancing fresh ideas with brand coherence for a cohesive, impactful identity across platforms.

Many of the designs shipped directly into campaigns or were turned into reusable templates, keeping them relevant and efficient across future marketing initiatives.

We built a small set of parts before any single piece, so every format could be recomposed instead of redrawn. That is why so many of the designs could live on as templates for later campaigns.