MTV has had a makeover: a completely bonkers new look. The ‘new ugly’ aesthetic reflects the increasingly visual way that its audience communicates. Fluid were approached by MTV to help develop their off-screen brand, in particular their stationary, nicknamed “Kill Boring”.

We worked closely with MTV to put this bright, brash, hyper visual approach to work in print by creating imagery inspired by internet memes, GIFs and emojis, and social media videos posted by viewers. The resulting graphics are a chaotic mix of clashing colours, unicorns, anthropomorphic fruit, marble and pizza and amorous dinosaurs - perfectly capturing MTV’s playful tone of voice, and the DIY aesthetic of the internet.

MTV is an entertainment super-weight with a reach of 10.4 million viewers in the UK alone.

Even More

Our original brief was as succinct as it was broad, to simply: Kill Boring. Our vivacious, visual response to that singular direction has become a staple in MTV consumer products programme.

Key Art

Our direction captured the relentlessly imaginative and free spirit of MTV by harking our creative back to the golden era of DYI, Lo-fi graphics.