When MTV set out to reimagine Palladia as MTV Live, they turned to us to craft a new identity that captured the energy and immediacy of live music. We led a complete rebrand, from logo and visual identity exploration to a dynamic on-air broadcast package that celebrated the spontaneity and diversity of the live music experience. The goal was to fuse MTV’s iconic visual DNA with a fresh, modern look that resonated with today’s audiences while staying true to the brand’s cultural roots.

Our design system embraced a flexible 3D approach that evolved in real time—shifting color palettes, textures, and motion treatments to reflect the tone and genre of each live performance. This adaptability brought the brand to life across every platform, from on-air graphics to digital and social extensions. The result was a vibrant, ever-changing identity that mirrored the pulse of live music and reestablished MTV Live as a destination for performance, energy, and cultural connection.