MHD Reborn in New On-air Identy From Troika Design GroupNetwork branding agency Troika Design Group will be launching an on-air rebrand for MHD, the high definition all-music television network that combines programming from MTV, VH1 and CMT.
Troika handled creative development, design and production of a 35-second image spot entitled "Creation," three 10-second IDs, an on-air promotion toolkit and a logo bug system, all based on an elaborate "music mythology" that will be the foundation for network promotions into the future.
MHD's new identity is set to debut in 2008.
"We loved the collaboration with Troika.
They totally understood our vision of showing a mythical place where music is experienced as never before," said Phil Delbourgo, SVP Brand and Design, VH1.
"Rather than rely on the clichés of a high tech medium, they brought it to life with a rich organic palette and beautiful animation that showcased the best of what HD has to offer."
Troika worked with VH1 Editorial Director Traci Terrill and Senior Writer Beth Wawerna to conceive a series of vignettes that tell how music came to be.
Inspired by the Tower of Babel and The Book of Genesis and influenced stylistically by Indonesian shadow puppetry, the MHD package demonstrates Troika's approach to branding a television network with character animation and storytelling, and highlights its capabilities working in HD.
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