NETWORK REBRAND

DAYTIME

RLtv

NIGHTTIME

RLTV is a streaming network geared towards viewers age 50 and older. When the network decided to become an over the internet streaming service, it trusted Pixeldust to redefine its look and identity. Starting with the design of a new logo, the Pixeldust team helped RLTV find a bold new voice and reinvigorate its online presence with a dynamic promo package.

LOGO DEVELOPMENT

The network is built around the main brand RLTV and its two sub-brands RLPRIME and RLURBAN. During Pixeldust’s initial four week-long research and development phase, they explored many different logo options. The creative team also worked on tag lines that would inform the designs and eventually become part of the logo end tag animations.

During the design phase Pixeldust explored and presented many options, one of which was a glassy dynamic 3D package.

Based on the final logo design and its distinctive shape Pixeldust entered the next phase and developed ideas for graphic elements for the promo package. Since a combination of live action footage with graphics was not an option, the team focused on strong typographic ideas that would be able to hold the viewers’ attention. As a first step, Pixeldust suggested a font that would be bold as well as easy to read, complement the elegance of the logo and open up our canvas to interesting design possibilities. The designers built the core concept of turning pages on the idea that at 50 years old, many of RLTV’s viewers would enter a new chapter in their life. The idea allowed them to design typographic collages by de- and reconstructing both logo and titles, build dynamic transitions, and produce an overall highly rhythmic promo package.

Once the concept, logo, typography, and basic design elements were firmly established, Pixeldust began designing the rest of the graphic elements. They animated logo end tags and logo bugs, tune-in title cards for each day of the week, seamless transitions from programming to promo, bumpers, promo end pages, and a lower thirds package. For each graphic element they produced a comprehensive and easy to use After Effects toolkit that was delivered to the in-house producers and editors at RLTV. Pixeldust introduced two different color palettes: bright colors for daytime promos and a more muted look for the nighttime programming.