client. mdr television

mdr television
creative direction klaus w. schuntermann
art-direction. kristian walter
project management. julia hermann

concept. production. creative direction. alexander hanowski
animation. design. (main package, campaigns, campaign stings). dominik esser
animation. design. (stings main package). alexander heyer, tom abel

In 2013, several years after the last redesign, the german channel MDR Television called for a remake of their On-Air Design with special focus on the promotional system. After the pitchphase, we started the branding & redesign process in late 2014. The briefing formulated the aim to create a more mature, clean and pure on-air appearance - in contrast to the by then existing design, which was rather colorful and frisky.

We answered the brief with the "Frame". The frame was designed to »own« all sorts of varying content and hold information, without occupying too much real estate on screen.

The color of the »stage« adapts to seasonal campaigns such as christmas or winter. Capturing the overall reduced tonality, we chose a toned-down, confident and rich colour-palette with a little bit of texture.

The trailer sequences follow a clear visual structure. The »Nullbild« opens, while the voice-over starts time and date are revealed. Towards the end, the packshot with all necessary information appears and transitions into the closing animation. Each trailer sequence can completely be produced efficiently in a typical broadcast avid-workflow, since all elements were delivered as several pre-rendered layers. This also simplified the internal workflow of several MDR departments.

The »Nullbild« is like a neutral framework for every promotion. It has both a structural and a visual component. The modular approach also allows for last-minute changes within the promotion schedule or order of trailer-sequences since it allows for every possbile combination. With a flowing opening and closing animations, it guides the viewer from programme to promotion to programme.