CMT approached Gretel with a unique challenge. How do you rebrand a music channel to attract a broader audience whilst retaining the core fanbase that make the channel and the music what it is?
The task was to alter the perception of country music whilst avoiding pre-defined tropes. As a genre, it is steeped in American tradition yet is multifaceted and in constant flux. How do we visually redefine country and stay true to the core?
Our solution was to create an identity that attracts a wider, metropolitan audience by encapsulating the outdoor lifestyle and youthful, carefree attitude inherent in the genre.
My concept was to create an identity that felt authentic, lively, and modern, by using lifestyle photography and show footage mixed with vibrant, natural tones and offbeat type.