Martha Kang McGill

Fuse is a cable television network for young multicultural audiences. After years of churn and several re-namings, its brand had suffered and its programming had settled down to a seemingly random mix of music videos, reruns from the 90s, and a smattering of original reality tv programs.

We developed a new identity system for Fuse—leaving in place just their existing logo—that framed Fuse's mix of programming as a strength. Like its fans, Fuse is many things at once: multi-cultural, multi-platform, kind of multi-everything. Slashes link together disparate ideas, emojis, and images, and allow Fuse's brand to translate seamlessly between on-air teasers, ads, Tweets, and more.

I led our design team in developing the initial pitch. Once selected, the team ran with the elements we'd developed together to produce the full brand guidelines and motion kit.

Design direction (at Open)