Existing Audit & Rebrand Proposal

KCTV5

KCTV5

EXISTING AUDIT & REBRAND PROPOSAL

DESIGN SYSTEMS

IAN ARTHUR SPAETH

KCTV5

EXISTING AUDIT

LOGO

KCTV5, a cbs affiliated news station in kansas city. it rst went on the air sept 27, 1953.

Always Digging
KCTV5 EXISTING AUDIT MISSION STATEMENT

...to this sort of style... their slogan

Live. Late Breaking. Investigative.

KCTV5

EXISTING AUDIT

BRAND ESSENCE

their essence is...

Energized

KCTV5

EXISTING AUDIT

BRAND ATTRIBUTES

ENERGIZED

Impactful

KCTV5

EXISTING AUDIT

BRAND ATTRIBUTES

IMPACTFUL

Considered

KCTV5

EXISTING AUDIT

BRAND ATTRIBUTES

CONSIDERED

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

OPENER

http://youtu.be/DfUojrbYaC0

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

INTERSTITIAL

they have quick 5 second or less transitions from segment to segment that show the logo and...

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

INTERSTITIAL

the word live.

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

TITLES

they also have title bars at the bottom of the screen.

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

WEBSITE

the KCTV5 weather page. Already, there is a visual disconnect between the website and the on-air identity. Both the structure and the hierarchy on the page is not as strong as it could be and makes navigating the page more difficult than it needs to be. The main content is in the upper-left area, with one or two columns of other information and ads to the right and below the main content. The top of the page has the navigation and other important information, followed by...

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

WEBSITE

the current weather map and...

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

WEBSITE

conditions (the main content of the page) to the right of this content is a column of ads and other information relating to weather.

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

WEBSITE

below the main content are two more columns of information relating to weather including a list of articles

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

WEBSITE

that span a signicant portion of the page

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

WEBSITE

below all of that are more ads and the footer.

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

IPHONE APP

KCTV5 iPhone app. there is somewhat of a visual connection between the iphone app and the on-air identity.

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

IPHONE APP

but once it moves into the main content...

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

IPHONE APP

it loses that connection to the on-air identity, but somewhat connects to the website.

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

IPHONE APP

KCTV5

EXISTING AUDIT

BRAND ELEMENTS

IPHONE APP

Brett

KCTV5

EXISTING AUDIT

TARGET AUDIENCE

BRETT

Brett Kaiser, single, lives in the Crossroads and is an active 30 year old PR consultant, hes constantly working and catches up on the local news through KCTV5s newscasts on the tv, but more often from the website. Hes very active in Kansas City but is constantly fed up with all of the negativity being blasted at him.

Marlene

KCTV5

EXISTING AUDIT

TARGET AUDIENCE

MARLENE

Marlene McKenna is 52 years old lives in Johnson County with her wife Layne and their son Charles. Marlene is a stay-at-home wife while Layne works down in the Financial District in downtown Kansas City. Marlene hasnt always been interested in the news, but more and more shes nding herself interested in the local news of Kansas City and shes found KCTV5 to be her news station of choice because it does the best job of getting the facts, but still could be better.

Lucinda

KCTV5

EXISTING AUDIT

TARGET AUDIENCE

LUCINDA

Lucinda is 74 and lives in St. Joseph with her husband Hogarth. They have both been retired for about 10 years. They live a quiet life now-a-days, they enjoy each others company and the company of their 4 children and 8 grandchildren that all live close by. She has lived in St Joseph all her life and has always watched KCTV5 for all of her news, local and national. Shes very happy with the level of information they give her.

KCTV5

EXISTING AUDIT

KEY COMPETITORS

KMBC

FOX4

NBC ACTION NEWS

KMBC; if you google kansas city news, KMBC is rst, KCTV is second FOX4 News has 57 hours of news programming a week, KCTV5 has 32.5 NBC Action News

KCTV5

EXISTING AUDIT

OVERVIEW

a quick overview of KCTV5. KCTV5 has achieved the fast-paced, energized feeling which relates to the ever-changing news scene. Their on-air identity is impactful and grabs your attention through the rich colors and the high motion. However, surveying other news stations both local and national, it isnt very successful in standing out among the crowd. Much of what they have done feels similar to what is already out there. By updating their brand, they will be able to stand out better, and be more memorable.

Proposal

KCTV5

REBRAND PROPOSAL

For my proposal, Im wanting to rebrand KCTV5 to be known for its trustworthy reporting on the facts through a structured, cohesive, and considered style. A style that is as visually current as the news it is reporting and one that speaks of an unbiased nature, riding itself of sensationalism.

Sensationalism

KCTV5

REBRAND PROPOSAL

MISSION STATEMENT

KCTV5 believes sensationalism in news reporting today sways the opinions of viewers. In response to this, KCTV5 is committing itself to...

Fact Reporting

KCTV5

REBRAND PROPOSAL

MISSION STATEMENT

fact reporting, instead of news reporting. We want to bring the facts on the topics that affect and interest our viewers to help them make informed opinions and decisions in their lives.

Unbiased fact reporting

KCTV5

REBRAND PROPOSAL

BRAND ESSENCE

Structure

KCTV5

REBRAND PROPOSAL

BRAND ATTRIBUTES

STRUCTURED

to visualize fact reporting, I want to give everything a dened structure

Cohesive

KCTV5

REBRAND PROPOSAL

BRAND ATTRIBUTES

COHESIVE

give that structure cohesiveness across all platforms

Considered

KCTV5

REBRAND PROPOSAL

BRAND ATTRIBUTES

CONSIDERED

Put time and consideration into every aspect of this

Current

KCTV5

REBRAND PROPOSAL

BRAND ATTRIBUTES

CURRENT

and of course, make the design current like the news theyre reporting.

Brett

KCTV5

REBRAND PROPOSAL

TARGET AUDIENCE

BRETT

For the most part im focusing on the same target audiences answering their issues. Brett Kaiser the 30 year old PR Consultant who is frustrated with the strong focus on the negative aspects of Kansas City

Marlene

KCTV5

REBRAND PROPOSAL

TARGET AUDIENCE

MARLENE

Marlene McKenna, who wants more of the facts and less of the political undercurrent

Max

KCTV5

REBRAND PROPOSAL

TARGET AUDIENCE

LUCINDA

and because of this switch, Im now targeting Max instead of Lucinda. Max is a 24-year-old, college grad student who is going to UMKC. Hes very much intrigued by politics and political science within Kansas City. Because of this, hes very active in forming his own opinions about the goings-on within kansas city and feels that he cant nd an unbiased news source here and has to go to multiple local news stations websites to try and nd the true facts.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

CNN

some inspiration for this cnn, the cable news network logo has a cable running through it.(thanks for pointing this duh fact out to me, Kidwell) The icon is bold and deliberate and considered.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

THE INCREDIBLES

THE INCREDIBLES, elegant, possibly unbiased or politically neutral. this is something different from what is seen in the visual landscape of US news stations today.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

EURONEWS

LOGO

euronews, as it says its a european news station. It strives to give the unbiased facts with a European perspective to all of europe.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

EURONEWS

ON AIR REEL

http://youtu.be/1Iks6UBDj_w ill show part of their on-air reel. its based around the idea of pure. they give the pure facts, no bias or sensationalism. the fact that it doesnt use red and blue is nice. However, it is europe, and they dont have the same connotations as the US with red and blue. But I want to break away from the deep, rich reds and blues so often seen in the identity of news stations and the like.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

EURONEWS

UTALK

http://www.euronews.net/2011/05/05/nationalism-and-europe/ this is a part of euronews called utalk. Utalk is where regular joes get to ask the questions. They pick one question for each segment and find the answer through investigation, research, and interviews. Again, its a design style not seen in the US very often. Just looking at it, because it doesnt have the usual, expected colors but instead an orange with white/gray, it feels neutral. ill show part of this clip

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

ABC AUSTRALIA

http://www.abc.net.au/news/2011-09-05/happy-feet-released-into-southern-ocean/2870256 this is ABC news australia. theyre showing energy through movement and overlap, while not getting carried away with colors, and busy animations.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

MSNBC.COM

msnbc.msn.com its website has a lot of information in each page, but its broken up logically and clearly through a structure that makes it so. it starts off the header and navigation followed by the main article

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

MSNBC.COM

it moves down to relevant videos for the article

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

MSNBC.COM

Then the discussion happening about this topic

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

MSNBC.COM

then below that you have other topics that faintly relate to the article above, or just other information and topics to check out.

KCTV5

REBRAND PROPOSAL

BRAND INSPIRATION

MSNBC.COM

and visually, the footer ties in with the header

Rebrand KCTV5 to be known for its trustworthy reporting on the facts through a structured, cohesive, and considered style. A style that is as visually current as the news it is reporting and one that speaks of an unbiased nature, riding itself of sensationalism.
KCTV5 REBRAND PROPOSAL OBJECTIVE RECAP

Questions?

KCTV5

EXISTING AUDIT & REBRAND PROPOSAL

DESIGN SYSTEMS

IAN ARTHUR SPAETH