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Music High Definition
| MHD is MTV Network’s all music, high-def cable channel that combines programming from three of the biggest names in music television: MTV, VH1 and CMT. |
| Our Role |
Our assignment was to create a cohesive brand identity for MHD. The channel had some visually stunning ID’s on air, but lacked any real cohesion. We were hired to develop an overarching conceptual umbrella for the brand, together with a consistent visual language.
The central feature of the project was a :35 second image spot that sets the stage for the identity. We also created three :10 second ID’s, an on-air promotion toolkit and a logo bug system.
The process took roughly six months and included considerable collaboration with our client, VH1, who managed the MHD project. |
| Our Goal |
Our goal was to artfully express the visceral connection we have with music. The client likened this to the goose bumps you get when listening to a great song or experiencing an extraordinary live performance. It’s primal.
This idea supports MHD’s emphasis on performance-based programming (live concerts and music videos) and the heightened viewing and listening experience that MHD provides through HDTV and Dolby 5.1 surround sound. HDTV delivers the highest resolution image and best quality sound television can offer, making MHD an immersive music experience that is the closest thing to watching live music in your own home. |
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