STAR NETWORK INDIA

Channel V

Works
Branding
Motion Design
Broadcast Design

Channel V Rebrand

FEELS RIGHT

In July 2013, Star Network India approached us to pitch for the rebrand of Channel V, their youth focussed channel. Channel V was making its final transition from a music channel to a full fledged youth general entertainment channel in November 2013. Channel V had been in slow transition for two years. They needed a new youth centric image that spoke to their target audience.

We won the pitch with our design strategy focussing on bold type, modular and icon based navigation and a fun, colorful identity reflecting the channel mantra of ‘What feels so right, can’t be wrong’. Thereon, we worked in close collaboration with the in-house design team of Star Network, and together we built the channel image from the ground up.

Main Concept

Iconically young

Our concept reflects the core audience of the channel, young people between 15-24 years. A period that reflects not only the first significant life experiences but also the first anxieties.

Cutting away from all external adornment and getting down to the heart of things, the core design concept is big and bold. Putting important issues, upright and centre, using the iconic, modular and tech language representative of Gen-Z.

BRAND ARTICULATION

Design Elements

More than the sum of its parts.

The Channel V design is in essence modular. Creating a dynamic design system which works across the board.

COLOUR PALETTE

TRUE COLOURS

To represent the brand that is as diverse and vibrant as its audience, the design allows a wide array of colours to express various moods, emotions and self-expression.

Typeface and tone of voice

Talk the talk

To reflect an audience that is techie, informal and diverse. We chose Ubuntu as the main typeface of the broadcast design.

Alongside, the tone of voice of the brand represents the way the target talks. It is informal, familiar, and emotionally correct. Creating an immediate connection and sense of belonging with the brand.

Imagery

THE LOGO

We redesigned the logo keeping in mind the legacy of Channel V to maintain brand continuity while at the same time reflecting the new brand reality and positioning. Hence a logo with three progressive states emerged. It is bold, dynamic and energetic, just like the audience.

ON-SCREEN PRESENTATION

Flipping
Awesome

All the design elements come together to create a dynamic, diverse and fun OSP. The modular nature of the design system keeps the channel fresh and ever-changing, reflecting the mood and tone of the brand and the content.

OFF AIR

ALWAYS ON

To make sure that the brand remains visually consistent and present across all points of contact. The design extends to various media seamlessly.

Billboards

Posters

Stationary

Merchandising