MTV 3 Production Stills

November 3rd, 2013

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MTV Poster

November 1st, 2013

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Finland’s leading commercial broadcasting group MTV Media appointed DixonBaxi as their brand agency in March this year to work with CEO, Heikki Rotko, the senior executive team and their internal change group to make fundamental changes to their operations, internal culture and multi-platform brands including a new brand strategy and brand hierarchy.

MTV Media and DixonBaxi now unveil their partnership, the scope of the project across tv, radio and internet and reveal a new MTV corporate logo as part of the network-wide identity programme which launches towards the end of the year.

Building the new MTV together
MTV is a cherished and much loved part of the fabric of Finland and one of the oldest TV Networks in Europe, established in 1957 when only ITV and RTL existed. Since then they’ve become Finland’s leading commercial media network with 3 free to air TV channels, multiple digital platforms, video on demand player, Finland’s most popular radio station, nationwide News, Sport and Weather and a pay TV package, carrying 10 sports and entertainment channels.

The heart of the project is to reclaim that leadership and create a new vision for MTV that aligns the channels and platforms into one cohesive network brand, to help advertisers fully understand its breadth and range of viewership, and to offer Finns new ways of enjoying its TV, radio, internet and live events. DixonBaxi began the project with an intensive and deep company-wide insight phase to get under the skin of the business and understand both the culture of MTV and audience and advertiser perceptions of the brand. Working from the inside out, they created, together with MTV’s staff, a new strategic framework and brand hierarchy for the company, to create a unified portfolio centralised under the MTV network brand.

Creating experiences that matter
“The new positioning – “MTV for Experiences” – brings to life the creativity and energy within the business. It reinvigorates and inspires new ways to connect, share and deliver meaningful experiences, both large and small, to audiences, where every moment counts and every detail matters,” explains DixonBaxi co-founder and Executive Creative Director, Simon Dixon.

“It’s a rich, immersive yet agile brand that invites viewers to engage in new ways and take control of what they want, when they want it. Also central to the brand is a sense of authenticity and being rooted in Finnish culture, customs and lifestyle. Principles of craft, design and simplicity permeate the brand expressions and identities,” continues DixonBaxi co-founder and Executive Creative Director, Aporva Baxi.

“We want to make fundamental changes to the company’s operations and not just scratch the surface. Our entire operations are based on an understanding of and close relationship with Finns. Accordingly, we have carried out long- term research and analysis to determine what makes us a vital partner in the everyday lives of Finns. The tight relationship between MTV and its audiences is built on shared experiences. MTV has been the home of experiences for the past 56 years already,” explained MTV CEO Heikki Rotko.

The changes will create new levels of experience in all the company’s activities. In practice this will mean new visual identities, a new MTV network brand and brand hierarchy, new distribution platforms for programmes and more live broadcasts.

The project will culminate at the end of 2013, when the new visual identities will be launched on TV, radio and the internet. It will also be possible to watch online streaming of MTV3, Sub and AVA channels via the web tv service Katsomo. The popular portal itself will be relaunched as under the MTV network brand.


August 9th, 2013
Feeling Sisu today.

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UKTV Drama

June 9th, 2013

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Fremantle Media Kids Identity

May 29th, 2013
We're just completing a new identity for FremantleMedia's Kids & Family Entertainment division. It originates and produces a strong slate of high quality and innovative content from a range of genres: pre-school, kids’ comedy, action adventure and tween and teen content.

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DixonBaxi Etching

May 29th, 2013

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We’re speaking at Promax LA

May 28th, 2013
We'll be heading out to LA to speak at Promax - 18-20 June - about our network rebrand of US Hispanic network Telemundo. We'll be sharing the stage with our lovely client and telling the story of how we got to understand the culture and develop the brand from strategy to launch across America. See you there.

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Telemundo Upfront 2013 – New York

May 17th, 2013
This week is Upfront week in the US and we were there putting the finishing touches to the Telemundo upfront. The event took place at Jazz at Lincoln Center on Columbus Circle in Manhattan, New York. A production that featured huge projection screens, live band, dancers, staging a mini version of La Voz Kids (The Voice) and ending with the surprise performance of the world's top selling salsa artist Marc Anthony. It was a moment of celebration for the new brand with an 80% increase in brand awareness since the rebrand and Telemundo becoming the 6th largest network in the States regardless of language. We're proud to have helped in building the brand and continued growth of this very passionate media company.

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FS Emeric Poster Series

May 17th, 2013
Renowned type design studio Fontsmith has launched FS Emeric, a new typeface that represents the culmination of over two years’ work by Fontsmith’s type design director, Phil Garnham.

As part of the launch 11 leading design studios from around the globe were invited to create a limited edition A1 poster using one weight of FS Emeric. We were one of them.

Believe in® designed an additional campaign poster, and all 12 have been screen-printed onto 175gsm Colorplan and hand numbered by Dan Mather in London.
Participating studios included Pentagram, Build and Bibliothèque in London, Manual in San Francisco, Studio Dumbar in Rotterdam and Lundgren+Lindqvist in Gothenburg.

Our poster was inspired by the "history of the expression 'Time and tide wait for no man', we used visual references from the font to craft the iconography, creating an image that aimed to capture the combined essence of the font and the phrase."

Get the font here.

You read about the project on Creative Review.

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UKTV Drama set to go head to head with ITV3

May 17th, 2013
We're currently creating a new Freeview channel brand for UKTV called Drama. As the name suggests the channel celebrates classic and much loved British drama from the last 40 years. With exclusive access to a treasure trove of nostalgic shows such as Tipping the Velvet, Cranfor and Larkrise to Candleford. This is our new logo for the channel with the idents and full channel package to follow in July.

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We’re featured in Visuelle Edition One

April 29th, 2013
Our UKTV Watch rebrand is featured in this beautiful round up of the best of Visuelle 2012. There's some wonderful projects in there so get your copy soon. The first set ran out super quick. Get it here.

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