2020

CUTV

I developed a complete re-branding package for CUTV, Canada's oldest campus-based TV station. The package included website mockups, logos, a colour palette, font guidelines, and keyframes for an animated video bumper. The client wanted the design to capture the energy of creating media that amplifies and empowers movements for social and economic justice—while honoring the station's history and signaling a new direction for 2020.

To honor the past, I chose a bold sans-serif font that called back to CUTV's original branding, and incorporated a vintage orange hue reminiscent of 70's and 80's design. I drew inspiration from the visual quality of VHS tapes, how colors and images distort after many viewings. I applied this distortion to the logotype to emphasize "TV," and manipulated the font to appear more organic and malleable. My goal was to evoke nostalgia while inspiring viewers to get involved with this community-oriented organization.