Title	LINK TV - FILLING IN THE BLANKS
Brand	LINK TV
Product/Service	SATELLITE TELEVISION NETWORK
Category	A02. Rebrand / Refresh of an existing Brand
Entrant	BOLD Stockholm, SWEDEN
Idea Creation	BOLD Stockholm, SWEDEN

Name	Company	Position
Oskar Lübeck	Bold	Executive Creative Director
Gia Stridbeck	Bold	Client Director
Fredrika Doré	Bold	Design Director
Gaioo Phunwut	Bold	Senior Designer
Kristian Bjureby	Bold	Senior Motion Designer
Jonas Holm	Bold	Designer
Lova Henriksson	Bold	Account Manager

Background

In a world of increasing skepticism of mainstream information, the need for independent, credible media sources has become critical. Originally launched in 2000, Link TV is a public, non-commercial TV channel based in Los Angeles providing inspirational and insightful programming to facilitate conversation and engagement to the global community. Our brief was to revitalize the Link TV identity and make it more prominent, more engaging for their audience and more relevant to the kind of meaningful global discussion they facilitate.

Describe the creative idea

The target audience is primarily Americans interested in issues ( global, human rights, environment) , immigrants who feel left out of mainstream media and activists focused on change. Ages range from 25–55+. The name Link was too difficult to visually ignore and the new symbol is a link of two parts. With its missing corner, the ‘L’ is incomplete and invites the viewer to contemplate a missing element which is exactly what Link TV hopes to solve; to fill in the gaps of knowledge and give Americans the full picture.

Describe the execution

The identity was conceived as an animated identity from the start as we knew the most important use was always going to be broadcast graphics. We created two simple animated principles – a wipe and a mask. Both of which hide and reveal content which reflects Link TVs goal of revealing the full picture. These principles can be scaled up and down from subtle text wipe transitions to confronting, fast-paced image masking. The typography is practical and confident, the colours are vibrant and restrictive and the music edgy and provoking. The logotype is able to be animated into a symbol providing Link TV with a new and more 'SoMe-friendly' tool for an increasingly influential platform. The combination aims to better define Link TV as something quite different to mainstream American media with important and timely stories to tell.

List the results

Launch date was August 2018 and so far there are no metrics on how the identity was received by the target audience. All we know if our client was extremely happy.