CONCEPT STRATEGY
Tele (telly) + vida (life) = Televida
"Televida" is a sum between emotions and our everyday life. Passion, drama, comedy, family, love. Plus, the siesta, the mate, the conversations, our daily traditions and habits. Telly + life come together. And together they are equal to Canal 9 Televida.
We establish a unique bond with Mendoza's people and its everyday stories, putting the audience at the core of this identity. Los mendocinos are one with Canal 9 Televida.
Canal 9 Televida rebrand montage
THE CHALLENGE
The core idea needed to be flexible enough to promote the eclectic content and to talk the same language that the audience speaks. Soap operas, news, movies, in-house productions, reality shows, lifestyle, talk shows, we have it all. The challenge was to unify all this variety of messages as part of Canal 9 Televida with a low budget.
THE PROCESS
Brand values: Family, tradition, social responsibility, community.
Brand essence: The everyday life.
THE STRATEGY
We regained the word Televida (Tellylife) part of Canal 9 original name, invented 50th years ago. A key concept. Simple, rewarding, deeply connected with the audience, and unique to the brand.
Tele+Vida is Canal 9, and it's more alive than ever before.
Vida is everything. Our traditions, history, experiences, emotions, friends, families, our everyday life. Televida is all that and much more.
The + symbol is the key element that brings life and telly together. The sum of its parts is greater than the whole, and this is Canal 9 identity.
DESIGN CONCEPT
We took the curves of the unique logo of Canal 9, designed a long time ago, to create "Layers". Like an onion skin, we used the layers to overlay emotions, life and telly. The sum of the parts are equal to Canal 9 Televida.
A clear message: a more human - closer to the audience - brand.
Our main characters: the people from Mendoza, the mendocinos. Surrounded with daily sounds placed in beautiful landscapes of the city. Simple and authentic, like the people of Mendoza.
We developed 4 colours palettes to organise and identify the different content: Soap operas; reality shows and lifestyles; movies and own productions. We kept the colour blue from the logo of Canal 9, as the main colour in all the palettes.
IDENTS
OSP / BRAND TOOLKIT
Canal 9 is a well know brand and one of the oldest Tv channels in Argentina with a strong presence in Mendoza's society. Families, kids, young people, parents and grandparents. Canal 9 is a brand that is with you throughout all of your life.
EVERYDAY LIFE BREAKS
THE TONE OF VOICE
THE BRAND ACROSS PLATFORMS
