At 50, life turns a page. When RLTV, the network for viewers 50 and older, moved to streaming, Pixeldust built its rebrand on that idea, from a new logo to a bold, typographic on-air package.
RLTV is a network geared toward viewers age 50 and older. When it decided to become an internet streaming service, it trusted Pixeldust to redefine its look and identity.
Starting with the design of a new logo for RLTV and its sub-brands, Pixeldust helped the network find a bold new voice and reinvigorate its online presence with a dynamic promo package, built around the idea that many viewers are starting a new chapter in their lives.
From logo to on-air graphics package
During an initial four-week research and development phase, Pixeldust explored many different logo options. The team also wrote tag lines alongside the designs; those lines informed the logos and eventually became part of the animated end tags. One of the many directions presented was a glassy, dynamic 3D package.
The network is built around the main brand, RLTV, and two sub-brands, RLPRIME and RLURBAN. The final logo system gives each its own tag line while keeping the family unmistakably connected: Experience Real Life, ReDefining Life, and Richer, Fuller, Living.
Based on the final logo and its distinctive shape, Pixeldust developed the graphic elements for the promo package. Since combining live-action footage with graphics wasn’t an option, the team focused on strong typographic ideas that could hold the viewer’s attention on their own, starting with a bold, easy-to-read font that complements the elegance of the logo.
The core concept was turning pages: at 50, many of RLTV’s viewers are entering a new chapter in life. The idea let the designers create typographic collages by deconstructing and rebuilding the logo and titles, build dynamic transitions, and produce a highly rhythmic promo package.
With the concept, logo, typography and core design elements established, Pixeldust designed the rest of the package: animated logo end tags and 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.
Every element came with a comprehensive, easy-to-use After Effects toolkit for RLTV’s in-house producers and editors, plus two color palettes: bright colors for daytime promos and a more muted look for nighttime programming.
