Originally launched as a music channel, MUZ TV wanted to broaden its offer to include reality shows like Russia’s Next Top Model and topical news and cultural programming.
The Challenge
Our task was to help them redefine their brand and create a new channel identity to support it.
The main brand problem was that compared to key competitors, audiences didn’t know what MUZ stood for and therefore had no reason to tune in. To help define a new positioning we held a brand strategy workshop with all brand stakeholders in Moscow.
The Solution
From the workshop came the core idea of MUZ TV “reveals popular culture.” We represented this visually through a liquid spectrum that literally explodes into life, revealing iconic elements from the worlds of film, fashion, design, and celebrity. The design allows the client to constantly refresh the identity with new elements.
The Result
The new identity launched in the spring and was an astounding success. Launch coincided with the premiere of Russia’s Next Top Model in the spring and together, share and ratings for MUZ rose by 460%, making MUZ TV the absolute leader during prime time. Here is a quote from our ecstatic client: “We are sure that the whole new look of the channel made a huge contribution.”