idtv
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.
The 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.
Our Approach: We conducted in-depth research to understand idtv’s audience and engaged in discovery sessions to grasp idtv’s unique mission and story. This informed our brand strategy and helped us 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: We chose vibrant hues influenced by pop art and technology. Core colors—red, blue, and yellow—ground the brand, while secondary colors: violet, magenta, lime, and cyan add flair.
Photography Style: We opted for a high contrast, flexible, and varied photography style. 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 platforms including apparel designs, event branding, short video projects, 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 wider 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.
Overcoming Obstacles: The main obstacle was to balance the radical, dynamic, tech-y, and artistic elements in the brand identity. Through careful consideration of color, typography, and design elements, we were able to create a cohesive brand identity that resonated with the target audience and stayed true to idtv’s mission and brand story.
SERVICES—Design / Branding / Art Direction
CREDITS—Junior Designer: Olivia Diliberto / Motion Graphics: Fredy Mendoza, Jenna Oakley / Photography: J. Alex Brinson / Social Media: Sarah Brinson
© idtv. All Rights Reserved.
You’ll notice that the project highlighted on this page is from an entity that has since ceased online operations. This project, though not recent, serves as a testament to my extensive experience, however, owing to confidentiality commitments tied to my latest roles and projects, I am unable to showcase specific examples in my portfolio. Rest assured, my skills and expertise have continually evolved and diversified. While this portfolio example is valuable, I believe that 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. Enjoy!
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.