As the dominant broadcast provider of new Western movies in the Middle East, MBC2 felt that it's image had become diluted, vague, outdated and estranged from its core values. My brief was to relaunch the brand with a modern, dynamic and current look that would have impact and consistency across the brand with the strongest sense of identity.
As a strong, unifying theme, I took as my inspiration contemporary movie production, focusing specifically on lighting, which plays a crucial literal role in movie production, as well as providing a great creative springboard for us as designers.
I designed and constructed a set of idents, all shot on camera, based on a movie set with all the elements of production on full display; brought this visual identity to life using lettering constructed of neon, with cables on display and rigging fully visible, to highlight the notion of 'in-production'. This theme provided the perfect backdrop for the OSP galvanising the new brand in a clear, consistent and dynamic way.