Lifetime has launched a new logo and brand campaign with the slogan, “Your Life. Your Time.”

“Nothing is more valuable to women than time,” Lifetime Networks prexy and g.m. Nancy Dubuc explained. “A moment in time can be an experience that becomes memorable, and Lifetime creates times for viewers to laugh, cry, or be inspired. These aspirational moments and life experiences will continue to be the essence of the Lifetime brand.”

Theme nights such as “mama drama time” with “Dance Moms” and “love time” with freshman hit “The Client List” will play off the new branding, conceptualized and developed by Lifetime senior marketing veep Tim Nolan, in partnership with creative design and production firm, Leroy + Clarkson (headed by Daniele Fries).

“Great experiences build successful brands,” Nolan said. “Expanding on Lifetime’s 28-year legacy, our vision balances the equity the network built while breathing new life into the viewers’ experience.”

As the campaign evolves, Lifetime will identify creative ways to develop brand promotions, tune-in spots for specific shows and integrate the brand into events and other consumer related activities.