MTV Multiplatform Rebrand
Every generation deserves its own Mtv.
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In 2018, our mission was to create a comprehensive brand experience that harmonized all of MTV's global properties, adopting a contemporary aesthetic for on-air, digital, and social platforms. Collaborating closely with the esteemed design studio Trollbäck, we crafted an adaptable system aimed at consolidating the brand's digital presence. This system also served as a guiding framework for MTV's internal teams, empowering them to generate expressive and forward-looking visuals across various regions.
The rebrand was systematically implemented across the entire MTV International spectrum, encompassing promotional content, social media, and Video on Demand (VoD) across mobile devices, large screens, and desktop platforms. Every facet of the brand underwent refinement to deliver a user experience that is firmly rooted in the digital realm.
The rebrand was systematically implemented across the entire MTV International spectrum, encompassing promotional content, social media, and Video on Demand (VoD) across mobile devices, large screens, and desktop platforms. Every facet of the brand underwent refinement to deliver a user experience that is firmly rooted in the digital realm.
Brand Language
We used MTV's iconic logo to shape our brand language and unify the experience. The simplified logo is a strategic tool for messaging, and a flexible typography system establishes a visual hierarchy for sub-brands and future partnerships. Style guides and toolkits maintain design consistency and efficiency across MTV's content.
︎︎︎The cursor stands as a fundamental design element, serving as a defining graphic framework for all MTV brand elements. Derived from the MTV "M" counter space, it plays a crucial role in triggering animations and directing focus toward essential messaging components.
Screen Architecture
Our design system ensures uniformity across all screens and platforms, offering a digital language characterized by a sleek, contemporary aesthetic. This enhances MTV's brand identity and ensures excellent legibility, even on smaller screens. We also took measures to future-proof all digital brand components, including the revitalization of various apps and websites. Thus, regardless of your location, you can be confident that you're tuned in to MTV.
Social Channels
The visual system facilitated the streamlined creation of social content and enabled the brand to adapt its voice, ensuring it remains prominent in the music and youth culture scene. Our templates conformed to both the brand's on-air and digital structures, providing distinct guidelines for promotional and editorial content through the use of key art, skins, and speech bubbles.
The Impact
The robust identity system harmonized MTV's presence on all platforms, establishing a consistent brand identity for 370 million TV viewers and an even larger digital audience spanning 45 countries and encompassing 13 languages.
Credits:
VP Creative: Sean Saylor
Brand Creative Director: Maxi Borrego
Design Lead: Charlx Alemañy
Operations & Production Director: Delfina Chiesa
Producer: Francisco Romairone
Creative Team:
Senior Art Director: Carlos Méndez
Copywriter: Sol Astolfi
Production Company: Trollbäck+Company
Creative Director: Rosie Garschina
Senior Producer: Betsy Jones.
Additional GFX: The Negra Studio.
VP Creative: Sean Saylor
Brand Creative Director: Maxi Borrego
Design Lead: Charlx Alemañy
Operations & Production Director: Delfina Chiesa
Producer: Francisco Romairone
Creative Team:
Senior Art Director: Carlos Méndez
Copywriter: Sol Astolfi
Production Company: Trollbäck+Company
Creative Director: Rosie Garschina
Senior Producer: Betsy Jones.
Additional GFX: The Negra Studio.
Rol: Senior Art Director
Creating captivating visuals for MTV, aiming to connect with a diverse global audience. My role focuses on crafting engaging experiences that resonate universally.
Creating captivating visuals for MTV, aiming to connect with a diverse global audience. My role focuses on crafting engaging experiences that resonate universally.