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Case study: MTV Trax

Creating MTV’s highest rated app 

Getting started… 

It was essential to review the MTV brand ecosystem and the market to determine where the product would need to be positioned.

 

 The process involved researching, brainstorming, brand ecosystem mapping, and conceptualisation to develop concepts of a brand look and feel and product that I felt would resonate with the target demographic and then pitching these ideas to my client stakeholders at Viacom International. 

Creating a brand that emodies the heritage of the biggest music brand on the planet

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Understanding MTV’s

brand ecosystem.

 

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Creating a 

 logotype form and

structure that positioned

MTV Trax firmly

within

their music genre

 brand ecosystem.

 

 

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Framing the logo

with a rounded

square to create

stand out and 

reinforce that

the brand property

is an app.

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Adding definition

to the logotype by applying the vibrant 

primary brand colour

that I created

with colours unique

to MTV brand

ecosystem.

Building the brand design system

 Building out the brand design system involved developing an extensive colour palette, brand design principles, a brand personality, a brand TOV, a high-level messaging hierarchy, a typography hierarchy, further design elements, defining UX principles and creating an editorial look and feel.  As well as ensuring that all these elements blended harmoniously together it was important to continue to develop and conceptualise the brand whilst thinking of ways to put emotion at the heart of the experience. 

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The colour palette.

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The in app editorial images.

 
Applying the awesome brand to our product

 

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From this…

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To this…

When it came to applying the brand framework that I’d developed to the product UI it was key that a stunning and vibrant product feel was developed that allowed the content to remain king.

 

It was important that we’d lead with the right sort of dynamic glossy artist images and lifestyle based images that fully reflected the right tone and emotive feel.

 

Using simple lines and form was essential to allow for a clean, simple, non-distracting product UI and feel…

 

 Understanding what else was important

to Viacom to nail their objectives

 Motion was massively important to Viacom’s digital strategy and for MTV Trax. It was my role to determine what role motion could play for the MTV Trax brand.

 

I spoke to our technical teams to determine how we could use motion to bring our in app editorial to life as well as using motion treatment to introduce the brand personality to users for the first time. 

 

 A range of assets were produced for all touchpoints.

 

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The distortion storyboard.

Early creative testing of the brand distortion mp4s created by Gabby in my team.

This sequence of animations are based on my original storyboard.

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Bringing the rest of our touchpoints to life with distortion.


The end result

Developing MTV’s only music app and allowing them to enter the market with a leading branded product.

 

MTV were really happy with the brand look and feel and the product has had positive feedback about its ease of use from user feedback surveys they’ve conducted.

 

We are MTV’s highest rated app. We’re also one of the highest rated music apps in the app store!

 

Our partnerships with key brand partners such as EE and Samsung have increased millenial engagement and retention for their core demographic.

 

See more from this awesome project click here

Download or view direct in the app stores click here

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The way I work…

Although the case study shows how I developed a branded product for MTV the below shows how I like to approach any creative challenge I undertake! Its an ever-evolving process until I create awesome!

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