Universal Everything were asked to create an international re-brand for MTV, the
first ever for the non-US network. For 27 years MTV has challenged the norm and denoted the boundaries. The task was
to re-establish the iconic brand as the
one-and-only for pop culture. The ‘viewer’ is dying, long live the ‘user’.
We were commissioned by Universal Everything, to communicate the digital
re-brand ‘Pop x 1000%’ where a range
of emotions are pushed to the extreme;
Joy x 1000%, Speed x 1000%, Love x 1000%… through a set of four international styleguides. We designed a 16:9 grid that stayed true to the medium of screen and aligned the two core visual themes of the re-brand — the logo, which is ‘always on’ and a ‘universe of content beyond the screen’.