With a network name like Lime, using green as a dominant color was the only obvious element for Loyalkaspar while creating the design package for the TV newcomer.

"They had a logo but in terms of other visual guides there wasn't that much," says creative director Beat Baudenbacher. Even the names of the show categories had not been nailed down - which might not be a surprise when you consider that in addition to programs like Orgasmic Organic and Adventures in Tree Sitting, Lime has a show about therapeutic communication with angels.

Borne out of the Wisdom Channel, the owners of the re-named Lime wanted to get a slick new brand identity going without alienating its core audience of organic tree-sitting angel therapy enthusiasts. According to Baudenbacher, he and partner David Herbruck were approached because, in contrast to much of the broadcast design world, Loyalkaspar is comfortable working in muted colors. "They wanted something calming and soothing," says Baudenbacher, adding that in the end, "we ended up using more lively colors and a quicker pace than intended for the work."

Taking their inspiration from the life cycle of the natural world, the intros are fluid representations of food, motion and more abstract and cerebral concepts. "We wrote scripts for the IDs," says Baudenbacher of the initial efforts. "Then we created scenes and landscapes with specific themes adding natural images that fit." Wandering around the wilderness of Manhattan, the pair shot flowers, rocks, shells and meditating folk to be inserted as live elements. The airy finished product contains vaguely worldish music courtesy of LA's Kick Music.

"This is about our fifth job [where we shot the] live action. We enjoy having the control and the budget to do this rather than throwing the graphics on to existing stuff," says Baudenbacher. "It's a bit of a challenge going from concept to completion. Overall, the biggest challenge in this respect was getting the navigation down."

Baudenbacher says the work took nine people two and a half refreshing months to complete. "There is so much chaos on TV - I appreciate things where you have more time. It's more challenging; you have to pay more attention to detail," he says.

But all relaxing things must come to an end. "We're doing ESPN boxing right now - the other end of the spectrum. Personally I like things to be calmer."

Lime> www.lime.com
Loyalkaspar> www.loyalkaspar.com