MTV2 Channel Rebrand

We created a positioning to inspire an irreverent, bold and strongly opinionated tone of voice. Entirely statement driven the new approach fused audience comment with channel opinion. This allowed new ways of communicating and creating dialogue with the audience by using online content to inform screen graphics, the information system and ways to navigate the channel.
Liquid TV The idents became short, ballsy statements that filtered in and out of the music clips. This fluid approach to TV eschewed traditional structures to create a more dynamic way of delivering content.
Idents
Idents We created over 300 statements and developed a system that can be updated with content from the MTV2 website. It allowed comments made by viewers to be integrated into the identity keeping the channel fresh, current and relevant.

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Navigation The onscreen navigation followed the same fluid approach as the rest of the channel so content bled into statements which bled into directional messages. The result was a much more active and spontaneous feel.
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Initial Presentation As part of our initial research and design studies we created a triptych of paintings to reflect the world of the MTV2 audience. Tapping directly into the audience we met them in the real world and on the streets. The resulting found imagery and information formed the basis of the channel strategy.
What the client said...
Launch Mailer Alongside the on-air we created a series of posters, packs and merchandise to launch the channel.
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