MTV International rebrand rollout onto sub brands

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Context?
MTV’s first international rebrand launched in July 2009 to an audience of 578 million households across 162 territories. With reference to the global nature of the project, we needed to avoid sensitive political and
religious issues – the challenge lay in communicating through a common (visual) language that would be relevant to many different cultures.

2010 saw the subsequent roll-out of this new coherent look and feel across the MTV “sister channels” – essentially genre specific music channels. By embracing MTV1’s mantra of “POP x 1000%” we created five sets of idents that would give each channel it’s distinct personality “amplifying the channels” niche sounds and aesthetic. The over arching (MTV1) onscreen graphics would be the glue that would bind all channels under one unified brand.