Imaginary Forces developed the new Lifetime brand based on the idea that Lifetime is where our stories come together...individual and universal experiences...we all have a story, and "my story is on Lifetime." Unlike most broadcast packages, with "my story is," the first-person narratives take priority, and the voice of the brand is established by the storytellers, not the network. In developing the idea, overall strategy and concept came first; next was design. IF asserted that the "my story is..." visual identity be simple, flexible, and always rooted in the narrative so that it would never overshadow the storytellers. IF was responsible for the on air and print campaigns, including magazine ads and billboards.
