Refreshing channel packaging for Movistar+ by ComodoScreen and Mucho.
“Movistar invited Mucho and Cómodo Screen to work on the creation of their new TV brand Movistar+.
This brand was the result of the integration of Canal+ and Movistar. In other words, the addition of the best technology –capacity and innovation of Movistar- plus the greatest pay per view TV became the new brand Movistar+. It was a huge project, probably the biggest corporate identity job in Spain in 2016. The key issues in the brief were how to generate a distinctive identity which would include the ethos of the two mother brands, and also how to produce a TV brand identity with the audience at the center of the action, engaging the viewer in a multichannel digital ecosystem.” – source Comodo Screen’s website
The overall packaging is crisp, clean with solid colors and large typography. The modular rounded rectangular elements carries itself well and seamlessly across the tv screen as well as the online world. The use of two arrows combining to form the ‘+’ sign is clever, by using the bottom arrow as a main element to open and close the information boxes. The twitter feed coming on top of the show is also a nice way to integrate social media elements.
CONCEPT : COMMUNITY
“Sharing makes us human. But how could we invite the viewer to share his life with Movistar+? Our initial strategic approach was to understand how individuals feel represented in a group and develop a sense of belonging. Sharing individual moments and emotions with the group generates a recognition response which brings people together. The brand could no longer just listen and ask for the viewer’s opinion and content. The brand could and had to become a follower of its audience, a super fan using a big content machine directed at watching and co-producing content with the audience, and continuously sharing co-produced moments. Recognition was the key to share the viewer’s creativity and engage him in an authentic way. That is the key strategic approach for the brand. Now Movistar+ is your follower. And by putting the viewer on tv (and across all the media in the platform), the brand is a space for community. That is the idea behind the corporate identity.
The Canal+ and MovistarTV logos come together to create the new Movistar+. The M+ symbol is a new way of understanding a corporate icon. Instead of functioning as a corporate sign-off, the symbol becomes a talking avatar which embodies the brand values and engages directly with its audience in an everlasting conversation. The icon is the symbol of a super follower, of recognition and relation with the viewer, of a reposting multi-platform. The ‘Movistar+’ logo then signs communication at the bottom. With this structure in mind we developed a consistent and organized brand architecture. The corporate identity also uses a new typography which produces a corporate visual voice, the vehicle of the conversation. The new brand comes to life with emotion through a real conversation with the user, talking about the shared content, becoming creative, expressive and close, and ultimately generating a community for the brand to live with.” – source Comodo Screen’s website
The idents are refreshing, whimsical and funny. Like the girl wearing the heart-shaped red balloons after getting down from the bus and getting so many likes on the photo she posted on a social media site. These are the kind of idents which makes you want to see more of them. The idents places the viewer at the center of attention.
WEB/SOCIAL MEDIA & OFFLINE
“The Movistar+ indentity was created to connect with the viewer through a sense of community and recognition. This makes sense and acquires full potential in the digital and social media space. Through a system of bumpers which work simultaneously on air, on line and on social media, movistar+ follows people, generates likes, memes, comments, photos, screenshots. And obviously the Movistar+ content is a vehicle for the stories and events of daily life, being it a new movie, the latest chapter of a series or a football match. In this way, a social communication is acquired through all the channels of the multiplatform.” – source Comodo Screen’s website
“The multichannel graphic language uses its full composition and photographic potential to translate the brand’s on air energy to print, making the most of each medium. Print material mixes communication needs with an editorial use, allowing ads and billboards to became content channels for the audience’s creativity. The ‘emovicons’ extend this community ethos through the merchandising products.” – source Comodo Screen’s website
Special thanks to Elena from Comodo Screen for sharing the work!
Comodo Screen team:
Project direction: María Borrás
Executive creative directors: Abel López and Pep Prior
Creative direction: Maria Ochoa
Edition and animation: Sergi Comabella, Mariane Paoletti, Jordi Fernández
Junior edition: Sergio García, Jordi Juan Llamas,
Graphic design: Silvia Trull
Production: Elena Labandeira, Mónica Puig
ITV and web design: Albert Coberó
Ident production company: Grayskull
Ident script support : Usted
Music: Banjo Music