Tasked with different music genres as sub brands, I went to work on some entertaining motion pieces.
• Brand Strategy
• Visual Identity
• Motion Graphics Design & Animation
Establish a visual brand for a new music network to build awareness, viewership & audience affinity.
Articulate a brand position that is experimental, bold with an edgy rock & roll vibe.
Music weaves its way into all parts of culture. From the grand to the mundane, music is ever present. Craft a brand identity from culturally potent scenes to express the universality & omnipresence of music: a 60s lava lamp, a pinball machine, a radar screen.
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The Tube Music Network was focused on classic & modern music videos in the style of the early MTV & VH1 Channels. Founded by Les Garland, veteran of MTV & VH1, the channel got back to the roots of music channels, focusing on artists. The Tube needed to create a series of short branded logo identities to place interstitially between content on its channel. The circular based logo was the basis for the creative direction. I took iconic cultural references that had impact & an edgy energy & transformed them into short visual identities. Leaning into the rock & roll vibe of the channel, I created scenes that built anticipation & drama as well as an independent & ground breaking spirit. Themes like a pinball machine, a psychedelic lava lamp, & an epic event horizon set a tone of cultural importance & creative freedom. The visual identities were used successfully on the network to build brand awareness & set a tone of edgy rock & roll creativity.
