Music High Definition Our Challenge We needed to create a singular and cohesive network identity that reflected the combined programming from three signature music channels, MTV, VH1 and CMT, which would span a wide range of musical styles including contemporary rock, classic rock, pop, hip-hop and variations of country. The identity also had to be flexible. It needed to address the ancillary communication needs of the channel, such as print advertising and on-air promotion, and it had to provide a solid brand foundation that can evolve as the channel content grows. Our Solution Our solution centered on a concept drawn from ancient Greek and Roman mythology. We called it “Theatre of Musical Mythology”, or “Music Myth” for short. “Music Myth” focuses on creating ancient mythological stories that explain the origin of music and the transformative effect it has on the world, with the moral being that music enhances our lives. Just as before MHD, the music lover’s world just wasn’t as rich and dynamic as it is with MHD. As a music channel, MHD takes music experience to a whole new world. Our Process In the first month, we did a bunch of brainstorming. Words like Synesthesia (vision stimulated by sense of sound) were casually tossed about, creatures with odd musical anatomies raved in moss pits, music related imagery burst forth from a musician’s hairdo on musical impact, deconstructed musical instruments formed abstract dances, light matrixes were constructed, and paper pieces were cut and thrown about in a musical frenzy. Out of this freeform brainstorming the concept of “Music Myth” struck a chord with our client.