When “kill boring” is the mantra you must adhere to, going bold is no problem. In creating a new on-air and online brand identity for MTV International’s Flanker Channels, seven music-themed channels that complement the MTV flagship channel by broadcasting live, hits, classic, rock, music, dance and base programming across international markets, Los Angeles–based animation and design studio Laundry took the network’s motto to heart. Collaborating closely with MTV World Creative Studio, the network’s international creative unit, Laundry first turned to Wireframe + Skin, MTV’s visual framework for branding. This conceptual, modular design approach dictated how Laundry would compose and arrange graphic content to interact. The studio then developed a comprehensive graphics system. The new branding package, which includes more than 300 assets, including IDs, bumpers, key art, on-screen graphics, endboards, background animations, invaders (loopable animated elements), 3-D logos, container boxes and crawls for each flanker channel, is nothing short of extensive. Unifying it all is a design language that is uniquely tailored to suit each channel’s theme, yet fits within the larger brand ecosystem of the MTV family of channels. The package is further highlighted by a series of genre-inspired party animal characters that dance, shake and move to the DNA of each channel. The style guide with templates that Laundry also created ensures that any future MTV teams can easily use the visual assets consistently, but with enough flexibility to avoid repetition. Kill boring, indeed.
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