STAY TV
StayTV is a rapidly emerging digital news outlet serving both Spanish and Mandarin-speaking audiences. The client approached me to rebrand their entire visual system, which included finding the right typography, reworking established brand assets, and developing a series of animated elements that helped the company stand out against major national competitors.
I was brought on board to lead the branding project for StayTV. Given complete creative freedom, my goal was to develop a cohesive and compelling visual system that would resonate with Stay TV’s diverse audience.
GOALS
- Develop a dynamic, eye-catching visual identity.
- Create a comprehensive logo that encapsulates the essence of the company.
- Design a series of printed assets, such as posters and signage, for the onsite print shop.
StayTV is a fast-growing digital news outlet catering to Spanish and Mandarin-speaking audiences. I was tasked with rebranding their visual system, which involved selecting appropriate typography, refining brand assets, and designing animated elements to help the platform stand out among major national competitors.
Given full creative freedom, my objective was to create a cohesive and compelling visual identity that aligned with StayTV’s ethos while resonating with its diverse audience.
The challenge was to develop a bilingual, timeless visual identity that remains impactful for current and future audiences while retaining the original color palette of orange, blue, and white, which forms the brand’s core.
To understand the broadcast and digital news industry’s design language, I analyzed both national and international references, including:
- Established institutions like The New York Times, USA Today, The Indian Express, BBC, Teletica, and Repretel, which emphasized traditional elements like print-inspired layouts, monochromatic tones, and heritage-based symbolism.
- Digital-first platforms like SoInformed and NextShark, which used playful color palettes, modernist typography, and clean designs to project credibility while engaging younger audiences.
This research informed the balance between tradition and modernity, ensuring the brand appealed to both StayTV’s professional and younger audiences.
The design process began with updating StayTV’s logo. The goal was to reflect its identity as a digital-first news outlet while maintaining simplicity and boldness. Key objectives included:
- Refining the existing logo to achieve a cleaner, more modern form.
- Ensuring visual elements enhanced, rather than overshadowed, the
- storytelling.
The rebranding process was iterative and adaptive, characterized by constant refinement as StayTV’s needs evolved.
LOGO REFINEMENTI reworked the existing logo into a sleeker and more versatile form, ensuring it was adaptable across platforms without losing its distinctiveness.
STREAMLINED VISUAL ASSETSI designed templates for various news categories (e.g., breaking news, culture, health, politics) to ensure consistency and ease of use for journalists.
- Templates were created in Canva, allowing team members to quickly produce professional graphics without needing advanced design tools.
- Header and subheader formats were included for detailed articles, maintaining a cohesive identity.
TYPOGRAPHY & COLORModernist-inspired typefaces complemented the brand’s bold orange, blue, and white palette, reinforcing its digital-first and professional image.
RESULTS & IMPACT
The cohesive visual identity not only resonated with audiences but also garnered national recognition, including praise from Rodrigo Chaves, the President of Costa Rica, firmly positioning StayTV as a credible, modern, and dynamic news source.
- A 93.4% increase in Facebook reach.
- A 170% rise in TikTok engagement.
- A staggering 1000% growth in Instagram interactions.