TNT Design 2018-2021

Gazprom Media

Redefining the design strategy of the flagship entertainment channel of the media holding.

In late 2017, I was invited to join TNT Marketing department in an effort to redefine and supervise the design of the channel across all media, with the role of Art Director and Director of the TNT Design department.

Leading an in-house team of 50+ awesome and uber talented designers that literally adopted me, we started a long and progressive journey in the redefinition of the channel image within the framework of a new creative vision.


Logo

The first challenge was to decide how to handle the logo.

The channel logo, in fact, was very well known and belowed across Russia 7 timezones. However, it started to show its age, especially within the context of an incredible boost in content production value — that the channel profited from through the strategic acquisition of the best in class russian production companies in 2017.

Therefore, our proposal was to redesign the logo through a process of evolution rather than revolution — injecting new life in the company mark without losing the appeal to its core audience.

For the first time, a secondary version of the logo was implemented — with a digital first application in mind, an environment in which the previous logo surely faced some serious challenges, especially at reduced size.


Brand Toolkit

The following step was the definition of a brand typeface.

The requirements were challenging: the typeface needed both cyrillic and latin glyphs, match with the strong yet at times cumbersome personality of the logo, and at the same time be able to communicate (or at least fit) a plethora of different contents airing on the channel. Finally, it was critical for it to have a web version.

The choosing of Rubik, a Google font, on top of checking all these requirements, prevented the channel from investing a large sum of time in the design of a bespoke typeface, or a hefty sum of money in licensing fees.

Together with a stalinist colour palette, we had the three cornerstone of our brand image set.


On-air

Throughout the years, several iterations of IDs lived on the channel.

Their absolute pro was undoubtedly the incredible roast of hosts, beloved and known in the whole country.

However, there was an issue: the idents featured the talents telling a joke. This posed two business critical issues: the first, was the ratio between production costs vs. how long an ident could air before becoming boring for the loyal audience. The second, was the cumbersome scheduling of long IDs of a different lenght, that subtracted precious air-time to the promotion of the content and the adv space of a linear channel.

The solution was fairly simple: move from a scripted structure to a more abstract, direct and timeless approach.

Channel IDs 2018

  • Marketing Director: Ruben Oganesyan
  • Art Director: Giorgio A. Schwarz
  • Director: Artemiy Dragunsky
  • Copywriter: Aleksei Fyodorov
  • Head of Broadcast Design: Sergey Klyachkin
  • IDs Group Head: Fyodor Ma-ko-e
  • Grahic Designer: Vasiliy Kulinich

Channel IDs 2019

  • Marketing Director: Ruben Oganesyan, Gavriil Gordeev
  • Art Director: Giorgio A. Schwarz
  • Director: Roman Novikov
  • Head of Broadcast Design: Sergey Klyachkin
  • IDs Group Head: Fyodor Ma-ko-e

Channel IDs (Filters) 2020

  • Marketing Director: Gavriil Gordeev
  • Art Director: Giorgio A. Schwarz
  • Director: Roman Novikov
  • Head of Broadcast Design: Sergey Klyachkin
  • IDs Group Head: Fyodor Ma-ko-e

New Year Campaign 2020

  • Marketing Director: Evgeniy Potapov
  • Art Director: Giorgio A. Schwarz
  • On-air Director: Yurii Panin
  • Director: Pavel Timofeev
  • Head of Broadcast Design: Sergey Klyachkin
  • IDs Group Head: Fyodor Ma-ko-e

Off-air

The other pivotal context in the promotion of our shows were the campaign key arts.

We gave discipline to the design of our campaigns, with the introduction of a grid and the redefinition of some design processes — to increase the sinergy between creatives, graphic designers, photographer, photo retoucher and post producers.

This simple yet effective approach, saw a constant upwards trend in the following 3 years — as shown by the huge (yet limited!) amount of campaigns here below.

  • Marketing Director: Ruben Oganesyan
  • Art Director: Giorgio A. Schwarz
  • Off-air Marketing Director: Sergey Kostrov
  • Photographer: Igor Stramous
  • Group Head Graphic Design: Anna Rodimova
  • Graphic Designers: Vasiliy Kulinich, Elena Khrapkova, Arkady Gabov, Aleksandr Privalov

Digital

Finally, it was the time to re-vitalize our online presence through a fully redesigned website and a new social media toolkit.

  • Marketing Director: Gavriil Gordeev
  • Art Director: Giorgio A. Schwarz
  • Digital Director: Denis Suladze
  • Group Head Digital Design: Dmitrii Tikhonov

Selected Show Packaging

Finally, the redesign process involved the definition of a new benchmark for the packaging of our show. Here below some examples.


Marry Buzova

  • Art Director: Giorgio A. Schwarz
  • Group Head: Aleksei Komarov
  • Creative: Anastasiya Rysyatova
  • Production Company: Focus Films Moscow
  • Director: Konstantin Cherepkov
  • Director of Photography: Aleksei Kupryanov
  • Executive Producer: Olga Kirillova

Plan B

  • Art Director: Giorgio A. Schwarz
  • Group Head: Aleksei Komarov
  • Broadcast Designer: Ekaterina Grebenyuk

Triada

  • Art Director: Giorgio A. Schwarz
  • Group Head: Aleksei Komarov
  • Animator: Sasha Chun
  • Logo: Alla Zheleznova

Zolotoe Gilenzhik

  • Art Director: Giorgio A. Schwarz
  • Group Head: Aleksei Komarov
  • Broadcast Designer: Vitaliy Anfarov
  • Logo: Alla Zheleznova

Improvisation

  • Art Director: Giorgio A. Schwarz
  • Group Head: Aleksei Komarov
  • Broadacst Designers: Vitaliy Anfarov; Ekaterina Grebenyuk
  • Director: Roman Novikov

Holostyak

  • Art Director: Giorgio A. Schwarz
  • Group Head: Aleksei Komarov
  • Broadacst Designer: Gulnara Burnasheva

Credits

TNT Design

  • Art Director: Giorgio A. Schwarz
  • Head of On-air Design: Sergey Klyachkin
  • Head of Shows & Sponsorship Design: Aleksei Komarov
  • Group Head Graphic Design: Anna Rodimova
  • Lead Digital Design: Dmitrii Tikhonov
  • Photographer: Igor Stramous

TNT Marketing

  • Marketing Director: Ruben Oganesyan (2018-2019)
  • Marketing Director: Gavriil Gordeev (2019-2020)
  • Marketing Director: Euvgeniy Potapov (2021-2022)
  • Off-air Director: Sergey Kostrov (2018-2021)
  • Brand Manager: Evgeniy Potapov (2018-2021)
  • On-air Director: Kirill Emelyanov (2018-2019)
  • On-air Director: Yurii Panin (2019-2020)
  • Digital Director: Evgeniy Galmski (2018-2019)
  • Digital Director: Denis Suladze (2019-2022)

© 2021

Selected Works

Jaipur Limited Edition

Jaipur Limited Edition

Gianvito Rossi Milano

Celebrating Chinese St. Valentine’s Day with the launch of a limited edition of the iconic shoe.

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Website Illustrations

Website Illustrations

Wellness Holding

Animated digital illustrations for Wellness Holding website.

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The Loop

The Loop

Moncler

Personnel training tools to craft the customer in-store experience.

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Monclient 3.0

Monclient 3.0

Moncler

Supporting the rollout of a B2B software, empowering Moncler store managers and sales departments worldwide.

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MTV Music Week 2022

MTV Music Week 2022

MTV

Bringing music to life.

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Planet Be

Planet Be

The World Bank

Identity for a social-media first climate change awareness campaign by Connect4Climate

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Dare To Amaze

Dare To Amaze

Azimut Yachts

Navigating new horizons

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Confidential

Confidential

Confidential

Identity design for an independent production company

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Mental

Mental

Gazprom Media

Logo and theatrical posters for Mental, the critically acclaimed dramedy series created by Aleksandr Doulerain.

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TNT Design 2018-2021

TNT Design 2018-2021

Gazprom Media

Redefining the design strategy of the flagship entertainment channel of the media holding.

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TNT Avatar

TNT Avatar

Gazprom Media

Human influencers are so 2020.

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TNT Music

TNT Music

Gazprom Media

Your music is here.

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Premier

Premier

Gazprom Media

Launching a new pay streaming platform.

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Logofolio

Logofolio

Multiple Clients

A collection of logos and wordmarks developed throughout the years.

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Giallo

Giallo

Discovery Italia

Are you watching closely?

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Nove

Nove

Discovery Italia

Launching the group's first general entertainment brand.

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RealTime Refresh 2016

RealTime Refresh 2016

Discovery Italia

Everyday life can be extraordinary, if you look it through the eyes of Real Time.

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Discovery Italia Portfolio

Discovery Italia Portfolio

Discovery Italia

Helping Italy's 3rd broadcasting company to establish an umbrella brand for their 7 free to air channels.

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RealTime Rebrand 2014

RealTime Rebrand 2014

Discovery Italia

Rebranding the first native digital channel on free to air market.

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MTV International Rebrand 2013

MTV International Rebrand 2013

MTV

Refreshing one of most beloved youth brands across 60 countries.

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Paramount Channel Branding 2012

Paramount Channel Branding 2012

Paramount Channel

Launching world class film company free to air TV channel and establishing an international brand for the small screen.

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MTV Hitlist Italia

MTV Hitlist Italia

MTV

Dedicated to Roy Lichtenstein.

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MTV My Video

MTV My Video

MTV

Oldies but goldies.

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