A striking, bold identity for MTV’s lifestyle brand

Incumbent clients MTV approached Fluid with a plan to add a new string to their already illustrious bow. MTV Fit is a new brand concept that supports well-being and healthy living as part of a contemporary, culturally astute lifestyle.

We used a bold, striking composition to portray confidence, exuberance and energy. Stark, sharp lines and a simplistic palette kept the art unmissable, unforgettable and at home next to other world-leading lifestyle brands.

Alternative concepts

We explored a number of striking iterations that suited MTV's brief to be bold, distinctive and strong.

Even More

We established the brand parameters and guidelines for MTV, ensuring the new brand was agile, usable and consistent across all touch points.