TV3 Puls is a Danish television channel, launched in 2009 as a spin-off from TV3, one of the major broadcasters in the country. At the beginning of this year the channel was relaunched, taking over several programmes from the main TV3 channel and positioning itself as a lifestyle channel for women, while also introducing a new logo. A set of idents was produced by Copenhagen-based motion design studio Frame.
The idents were designed to reflect the feel of the channel. Specific references to the content were to be avoided. Therefore the idents feature different abstract objects that move around in different semi-surreal compositions. Although completely computer-generated, the objects are made of natural materials that you should want to touch and feel.
"TV3 commissioned Frame to create a new brand identity based around a set of idents for their female biased lifestyle channel TV3 Puls. The package aligns with a update range of content on the channel. The idents sit comfortably as part of the TV3 family.
TV3 was very focused on the idea of creating an identity package that reflected the feel of the channel rather than the content of it. They had to be abstract, clearly avoiding literal clichees and had to be all graphic. Obviously it was very important for the channel to fit into the TV3 family while still holding its own.
In order to reflect the mood of the channel we were drawn towards natural materials and textures to create something that you would love to touch and feel. At the same time we did not want to be literal so we invented fictive objects and shapes that resembled abstract interior/design objects but that clearly did not have a real-world purpose. These semi-natural objects were deliberately mixed with all-synthetic CG objects which were then arranged into still-life-esque compositions.
We decided to base each ident around abstract concepts such as, a breath of fresh air, opening up, socializing, attraction, and balance. All positive concepts that could serve as the driving idea behind each ident.
We wanted to create a unique look that was cutting edge and aspirational with (wo)Man at the center of the idea." - Frame
Launch promo, produced in-house at Viasat:
Some stills from the idents: