MTV: VIVA REBRAND

Credits & Description:

Category: Broadcast Design and Graphics Incl. Animation

Advertiser: MTV NETWORKS GERMANY

Product/Service: VIVA GERMANY

Agency: MTV NETWORKS GERMANY

Date of First Appearance: Jan 1 2011

Entrant Company: MTV NETWORKS GERMANY, Berlin, GERMANY

Creative Director: Dinko Lacic (MTV Networks Advertising Unit)

Art Director: Robert M. Brodmüller (MTV Networks Advertising Unit)

Art Director: Justin Kruse (MTV Networks Advertising Unit)

Art Director: Joffrey Jans (MTV Networks Advertising Unit)

Advertising Unit Manager: Christina Chlapek (MTV Networks Advertising Unit)

Vice President Marketing & Communications: Imke Deigner (MTV Networks Germany GmbH)

Head of Marketing: Vivien Hucke (MTV Networks Germany GmbH)

Executive Producer: Patrick Skerlec (Good Guys Entertainment)

Head of Production: Sandro Raddato (MTV Networks Germany GmbH)

Line Producer: Pierre Guenther (Good Guys Entertainment)

Director: Laurence Ellis (Laurence Ellis)

Founder / Chief Communications Officer: Mario Lombardo (Bureau Lombardo)

Sound Designer Composer: Sebastian Mueller (Hofkapellmeister)

Graphic Designer / Animator: Christopher Rieke (MTV Networks Germany GmbH)

Graphic Designer / Animator: Tobias Lamp (MTV Networks Germany GmbH)

Media placement: TV On Air Design - Television - 1 January 2011



Describe the brief from the client

Rebrand of VIVA and Redesign of the Channel VIVA On Air.

According to VIVA's new positioning beeing the only Entertainment & Music Channel in German Free TV,

with a gender neutral positioning addressing a core Target Group of 14-29, and the extended target group of 14-39, the brief was to reflect the new Brand positioning with a new On Air Design, starting with the rework of the Logo and declinating it through all elements needed whilst always keeping the functionality and daily work with the design elements as the major premise. Cool but at eye level.

VIVA young at heart!



Describe the challenges and key objectives

From a production perspective the biggest challenge was to accomplish the given task, a full channel rebrand with its implementation on a technical side as well as the simultanious production of 16 new Showpackagings,

in the given timeframe of 10 weeks and a very realistic budget.

Creatively the biggest challenge was the timeframe, and mainly, to find the balance between VIVA's huge fanbase built over the last 20 years and the new VIVA positioning. The biggest task was the simultaneous development of the channels design whilst already briefing and working on 16 Showpackagings without a finished VIVA On Air Channel Identity.



Describe how you arrived at the final design

Reworked the logo, got rid of the round corners, ended up with the VIVA-Triangle.

The triangle as the Key-Visual of the Channel-Design,

developed everything inhouse and assigned one Designstudio to redesign every showlogo and develop new font. Made the decision that every logo is inside the triangle and always in the middle of the screen.

Simultaneously assigned our favorite designstudios worldwide to produce 16 new Showpackagings,

whilst developing the Channel-Identity. Shot Channel-ID's

New Channelbug and Audience guiding system on screen.

Everything in the triangle, everything in the middle always the triangle standing on the tip,

always the V always VIVA.



Give some indication of how successful the outcome was in the market

The Design was received unbelievably well by the audience,

that goes from winning the WuV client award for the Image Spot to all the responses we get from our fanmail,

but the main indicators are the continuous positive feedback on social platforms as facebook.

The combination of the new positioning reflected in the design, but also the programming changes gave us a huge boost in ratings and overall recognition of the brand.

Also from a Design perspective the rebrand is well recognized on plattforms as vimeo, youtube but also beeing discussed on different designblogs worldwide.

e.g. :

http://vimeo.com/19205462

http://www.designmadeingermany.de/2011/1170/

http://blogtelevisual.com/2011/01/31/identidade-visual-viva-rebrand-2011/