Today there’s not only one tone of voice but several and diverse.

So, how can we adapt the MTV international branding to make sure our audiences see themselves portrayed on our screen and feel empathy?

We took on the challenge to visually represent the wide range of moods our audience experiences and translate that into our brand. Anger, Love, Joy, Sadness, Chill, Excitement and everything that happens in between finds its place within the new rebrand.

Design elements

- Brand Idents: 80

- Invaders 27

- Backgrounds 20

- Container boxes 10

- Logos 20

- Font Script 10

- Key Art 4

- Video Kit: 28

- Sound Kit 30

We created a color mood palete and assigned a color value to each emotion.

Red for Angry, Yellow for Happiness, Orange for excitement, Blue for Sad, Light Blue for Chill, Pink for Love, etc.

We teamed up with filmmaker Leo Adef, Storyweproduce / Pandora production company in Barcelona to shoot live action idents. Builders Club London animation studio, Father London soun design, Randy Cano animation artist, Device Barcelona for 3d animation, Fede Maksimiuk designer to create all the assets.

Everything was supervised in Buenos Aires, Argentina but vendors from around the world helped create an international big project.

Scale: 160 countries and 38 markets airing the pieces and adapting to their local language and customs.

Brand gained connection with youth related stories. Full new look and feel for a worldwide audience that consumes content according to their feelings.

As a result, we developed a big library of emotions with more than 250 pieces, for every ethnicity and gender, that can be used and customized repeatedly across our 38 markets and 160 countries.

Situation:

When you are a teenager you have the ability to go from happy to sad within 5 seconds.

Emotions change fast and with the same intensity level. Everything is lived to the fullest, passionately. I hate you, I love you.It’s the way our audience rolls and we celebrate it.

Based on previous research, we have decided to create a rebrand that isn’t screaming all the time, but that instead offers a range of moods; same as our audience.

BRIEF

Adapt the MTV international branding to portray global audiences and evoke empathy. Humanize the brand.

Create a new rebrand for MTV international that adapts to this generation. MTV keeps evolving and changing its look and feel each year.

OBJECTIVES

A rebrand for 30 markets and 160 countries showcasing every gender and ethnicity.