MTV

• Brand Strategy

In response to business pressures to modify the direction of the company, MTV felt it was important to define and publish the core values of their brand. Working directly with the president of MTV, CMN helped express the essential qualities of the brand and articulate how those qualities can guide creative and business decision making. In the innovative and unexpected style of MTV, we used Mark Fisher's enigmatic illustrations as a counterpoint to the serious statements of corporate values and goals. The Manifesto was so well adopted internally at MTV that it became an effective external promotion tool.