A significant portion of this project was the opportunity to completely redesign the logo to go along with the name modification. We went through probably hundreds of unique designs and subtle variations before settling on the one pictured above. Here are a handful of logos from along the way:

The color palette was a big part of the logo development, and we knew that it would heavily influence the brand. Vibrant color is pervasive through Latino culture and art, so we wanted to make sure that the Tr3s brand reflected that. We were particularly inspired by Latino portraiture, which not only influenced our color palettes but also the overall brand persona. Here’s a quick animated version of the styleguide we created.

Another priority for us was a set of IDs that would be used to bring added personality and heart to the brand for its on-air launch. We wrote scripts in Spanish and English and combined them to achieve a particular cadence and blend. We wanted them to be understandable whether you spoke one language or both, but some of the key moments are in Spanish. All of the IDs end with the spoken tagline “I feel Tr3s.” Here are a few stills from the IDs:

And here are some behind the scenes photos from our shoot. We ended up hiring a handful of actors that also happened to be dancers, so we got some great additional material that ended up in the spots.

The music for the spots are all original tracks by our composer, Dave Hummel. We pulled some inspiration from popular Latino artists but also tried to combine a range of styles to communicate the rich cross-section of culture. Here’s one of our favorite IDs with a little custom reggaeton flavor.

Some of our favorite moments are when the music seems to be initiated by the logo, an example of which can be seen here:

Thanks for checking out our process for this project. We had a blast working with the team from MTV, the actors, the production crew, and the rest of our Capacity family. The resulting identity system has a certain honesty and freshness to it, and it will allow the Tr3s brand to grow into the general entertainment channel that it aspires to be.