idtv
Case Study:
idtv | Branding a Creative Identity
Overview: idtv, an online Arts & Culture network, was on a mission to educate, inspire, and drive change through artistic experiences. As they expanded their reach, they sought a clear brand direction that resonated with their young creative audience and enticed contributors to join their vibrant network. In addition to their online content, idtv hosted two yearly events: Winter Mix and Spring Tour. These weekend gatherings brought together artists from different media disciplines to create a short film featuring some of North America's top up-and-coming dancers, enhancing the brand's engagement with its audience and fostering collaboration within the artistic community.
Challenge: The primary challenge was to create a brand identity that would appeal to idtv’s target audience—millennials (gen Y) and gen Z—while staying true to its mission and brand story.
Approach: In-depth research to understand idtv’s audience was conducted and discovery sessions were held to grasp idtv’s unique mission and story. This informed the brand strategy and helped to craft a distinctive brand voice, personality, and visual identity.
Execution:
Concept Development: idtv’s branding is a bold fusion of radical, dynamic, tech-y, and artistic elements, inspired by an unconventional blend of Pop Art and 17–20th C. Traditional Blackletter aesthetics.
Logo Design: An in-depth exploration of Fraktur calligraphy led to the creation of idtv’s distinctive logo, and it was infused with a rock and roll edge, reminiscent of traditional news publications.
Color Palette: Vibrant hues influenced by pop art and technology were selected. Core colors—red, blue, and yellow—ground the brand, while secondary colors: violet, magenta, lime, and cyan add flair.
Photography Style: A high contrast, flexible, and varied photography style was chosen. Split tones and glitch effects were used to create visual intrigue.
Typography Choices: Fette Fraktur, a 19th C. Blackletter font, serves as a decorative element (always in lowercase), while Eurostile, with its dynamic technological aura, dominates headlines and body copy.
Design Elements: Dotted matrixes, straight lines, glitch effects, and geometric shapes were used to emphasize the tech-y vibe. A paint motif reinforces idtv’s artistic identity.
Impact: The rebranding of idtv had a significant impact, extending its reach and recognition across various touch points including apparel design, event branding, short videos, and blog writing. The brand’s unique identity was reflected in content marketing executions from various creative contributors, enhancing the brand experience and reaching a wide audience. This successful branding project, which was nominated for the global A’ Design Award, showcases the power of a well-executed brand strategy in driving growth, increasing visibility, and fostering a strong community around a brand.
Apparel Design | Manifestation of Vision and Values
The apparel design epitomizes a fusion of radical innovation and artistic expression, serving as tangible manifestations of the brand's mission and purpose. Sold at in-person events featuring collaborative short films by artists from diverse backgrounds, each garment captures distinct elements of the brand ethos. The tee shirt, adorned with an illustration of hands framing an eye, symbolizes a director's quest for the perfect shot, infused with the brand's glitch effects and bold palette. Shirts and hoodies leverage the brand's unique typographic style—a fusion of traditional blackletter type and Eurostile—and convey uplifting messages reflective of the brand's beliefs. Completing the ensemble, flat-brimmed hats featuring the brand's bold graphic logo in a selection of vibrant colors encapsulate the brand's identity. With a blend of radical, dynamic, tech-y, and artistic elements, the apparel selections become powerful statements of brand identity and purpose.
Spring Tour Promotion | Capturing Visual Essence
This project encapsulates a holistic approach spanning branded social media, website design, and printed materials for the idtv Spring Tour, a biannual highlight for the brand. It seamlessly integrates creativity with strategic communication, ensuring each element reflects the core essence of the brand. The Spring Tour landing page stands out with clear calls to action, comprehensive instructor biographies, easily accessible tour dates, and responsive design optimized for both desktop and mobile devices. Complementing this digital presence, vibrant flyers, postcards, journals, pens, and business cards for event hosts exude the excitement and vibrancy of the tour. A cohesive brand experience is evident across all touch points, thanks to compelling design and strategic messaging. The Spring Tour not only garnered significant attention but also solidified the brand's presence and identity, leaving a lasting impact on attendees and online audiences alike.
You’ll notice that some of the projects highlighted on this site are from entities that have since ceased their online operations. Owing to confidentiality commitments tied to my latest roles and projects, I am unable to showcase specific examples in my portfolio. Practical evaluations or discussions around hypothetical scenarios offer a more accurate gauge of my current abilities. I am always open to participating in such assessments to demonstrate my competencies. Thank you for your understanding. I am eager to showcase my skills and contribute to collaborative endeavors.