MTV INTERNATIONAL REBRAND by Mtv Networks for MTV

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MTV INTERNATIONAL REBRAND

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Italy
Agency Mtv Networks
Associate Creative Director Anna Caregnato
Creative Director Roberto Bagatti - Mtv World Design Studio
Art Director Cedomir Pakusevskji
Producer Alexandra Kumlin
Released November 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: MTV NETWORKS INTERNATIONAL
Product/Service: BROADCASTING MEDIA NETWORK
Agency: MTV NETWORKS INTERNATIONAL
Date of First Appearance: Mar 1 2010
Entrant Company: MTV NETWORKS INTERNATIONAL, Milan, ITALY
Creative Director: Roberto Bagatti (MTV Networks International - World Design Studio)
Associate Creative Director: Anna Caregnato (MTV Networks International - World Design Studio)
Art Director: Cedomir Pakusevskji (MTV Networks International - World Design Studio)
Coordinator: Beatrice Cardile (MTV Networks International - World Design Studio)
Creative director: Sebastian Cannone (View)
Producer: Alexandra Kumlin (View)
Sound Designer: Gregory Tanelian (View)
Media placement: 5 X Idents - International On Air Broadcast Across 162 Territories - March 2010
Media placement: On Screen Graphics - International On Air Broadcast Across 162 Territories - March 2010

Describe the brief from the client
Context—
Launched in March 2010, the idents produced for MTV DANCE were part of MTV UK’s genre specific music channels. The other ‘sister channels’ were MTV Classic, MTV Hits, MTV Shows, MTV Base and MTV Rocks. These were all launched hot on the heels of MTV’s first international rebrand which first aired in July 2009 to an audience of 578 million households across 162 territories.

Describe the challenges and key objectives
Brief—
To align MTV DANCE with the recently introduced over arching look and feel of MTV1, whilst retaining their own distinct personalities. Embracing MTV1’s mantra of ‘POP x 1000%’ to create a set of idents that amplify the MTV DANCE niche sound and aesthetic.

Describe how you arrived at the final design
Solution—
MTV DANCE speaks directly to clubbers – acting as a filter, aggregator and supporter of the best dance music and club culture scene. Renowned French Director and Art Director Sebastien Cannone was bought on board to work his magic, and his mix of distinctive art direction and the Channel’s revitalised playlists trigger passion and connect on multiple levels. Compressed energy and intoxicating music are the foundations of these idents – expressed through an abstract figure that shapeshifts to the beat.

Give some indication of how successful the outcome was in the market
Result—
Within weeks of the rebranded MTV DANCE launching, the Channel regained it’s savvy-ness and credibility. Both old and new viewers were drawn to the Channel in their thousands and online interactivity multiplied dramatically.