Universal Everything

MTV International / Case Study

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Challenge

The MTV World Design Studio commissioned us, without pitch to rebrand the MTV channel worldwide. The task was to create a coherent channel format across every region. The channel idents had to succeed without language across global cultures. The information graphics were delivered in 31 languages and 8 alphabets.

Process

MTV is fundamentally powered by music. This factor led the creative process to the creation of an ‘MTV rhythm’. This music pulse is the energy behind all idents - the movement, the dancing the editing.

MTV is pop culture. We wanted to celebrate and amplify this, devising the ethos ‘Pop x 1000%’ The emotions expressed on the channel are pushed to extremes, Joy x 1000%, Speed x 1000%, Love x 1000%...

A show progress bar and onscreen programme guide pinpoint where you are in MTV time, giving a stronger presence within the channel-hopping TV arena.

Development

The super-savvy MTV audience wants to see freshness everyday. Alongside the client we developed the creative direction, then worked in collaboration with a diverse

set of directors to realise 12 never-seen- before idents. From loveable furry monsters, to chocolate-gold porn, to live action audio-reactive robot- brains - all driven by the MTV rhythm.

Delivery

During 9 months, we worked with 24 people in 9 countries to deliver the project. A 150 page styleguide and kit of parts was delivered to Channel TX teams worldwide, along with the idents in every broadcast format.

Results

The indents have been lovingly adopted by the web - blogged by Pharrel and Boing Boing, and now a Mister Furry Facebook group

Zara commissioned a MTV Pop x 1000% clothing range

Awards

Promax BDA Design World

Gold -
Soundsystem Ident - Best Collaborative Effort
(with Holograms / UFO label)

Silver -
MTV Rebrand - Total Package Design
MTV Rebrand - Art Direction & Design
Mad Drummers Ident

Bronze -
MTV Idents - Art Direction & Design
MTV Rebrand - Styleguide Design
Mister Furry Ident

2 Golds and 4 Silvers at Promax Europe
Top 10 ‘rebrands of the decade’ by Boards Magazine
D&AD 2010 annual

“Working with UE was a great experience, they were offered a project where tight deadlines and the sheer magnitude were both difficult tasks to tackle and they responded with enthusiasm and made the most of the opportunity, delivering one of the most interesting projects I’ve had the luck to work on so far. The difference in their approach lays first of all in their overall vision – the Pop x 1000% was a strong and direct approach that underpinned all the output – but also in their ‘can do’ attitude, that left us with some truly memorable moments along the way”Roberto Bagatti / MTV / World Creative Director