Ortmans Young tunes into Smash Hits music channel

Smash Hits, Emap Performance TV’s music channel, gets a revamped identity package by Ortmans Young International this week, as part of Emap’s strategy to target older, more sophisticated viewers.

The identity, which represents a five-figure design investment by Emap, launches on Friday and includes screen layout and design, animated graphic identity spots, zone bumpers and titles.

Emap programming director David Young says the work represents a total channel makeover.

‘The youth market for music TV demands an ever changing look and feel. Rapid, regular change is needed so we decided to refresh the look,’ he says.

According to Young the identity needed to represent both the channel’s core values and the interactive nature of the music channel medium.

‘We were looking for something leading edge and a bit more fashionable to reflect the stylish side of Smash Hits,’ he adds.

Ortmans Young International creative director Haydon Young says the consultancy was briefed to appeal to a young audience, with a cool, funky and slightly more sophisticated approach.

‘The core audience of 12to 20year-olds remains the same, but [Emap] wants to broaden the appeal of the channel,’ he says.

Young says the solution was to introduce zone bumpers that highlight programming blocks and target different audiences throughout the day.

The consultancy also used a contemporary-style animation to represent the interaction between viewers and programming, says Young.

‘We’ve combined graphic design with live action,’ he says. ‘There is interaction between the three-dimensional characters within two-dimensional scenes.’

The consultancy, which was appointed in March, was awarded the work following a two-way creative pitch. Lead designer on the project is Jamie Balliu.

Ortmans Young International is also revamping the identity for the Magic channel. The new identity will be launched next week.