OBJECTIVE

To re–conceptualize a 'dying' brand, giving it a new soul and exploring potential opportunities.

APPROACH

I decided to rebrand MTV. I did a lot of research of the MTV background in order to understand the 'soul' of the brand. This understanding allowed me to redefine the target audience and explore opportunities in direction. I was able to develop a new visual identity and language system that reflects the new brand image for MTV (Media, Transformation, and Vision).