For one of Europe's oldest broadcasters, MTV Finland, we embarked on a major rebrand project involving the audio rebrand of five channels. The major challenge was to help convey that this broadcaster had now become a full digital media company with contemporary cultural relevance.

For the flagship general entertainment channel MTV3, we developed a sonic brand identity system that could be used on all current and future audio applications. We analysed the channel's new position, new brand values and also its heritage to develop the 'Wingbeat' audio device, which is a combination of a sonic mnemonic and an audio filter effect. This gives the channel a clear and unique identity, with the device being able to stand on it's own or sit over music. We provided the broadcaster with technical instructions on how to use the device and how it can interact with any audio that it sits over.

This is the first ident and sting package from a series of different themes due to be released over the coming months. The music is contemporary, immersive, has attitude, and adds a touch of gloss, perfectly complementing not only the visuals but also the overall re-positioning of the channel and the broadcaster.

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