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The brief from Vh1 was to keep the look bold but sophisticated, they suggested Op-Art as a point of reference. We jumped at the chance to work with such a minimal and abstract aesthetic. Our challenge was to imbue abstract patterns with meaning and purpose, giving each category a clever twist in order to make the package memorable. Our design rippled out into a new logo, a variety of on-air graphics, giant LED screen elements, on-air promos and digital branding.

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The identity is flexible and can appear in endlessly different arrangements.

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