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KCTV5Existing Audit & Rebrand Proposal

KCTV5 EXISTING AUDIT & REBRAND PROPOSAL DESIGN SYSTEMS MICHAEL KIDWELL

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KCTV5 EXISTING AUDIT LOGO

KCTV5, a cbs afliated news station in kansas city. it first wenton the air sept 27, 1953.- TO NOTE: this is a screen grab from their opener in 2002, the

logo has stayed the same, the background design haschanged...

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“Always Digging”

KCTV5 EXISTING AUDIT MISSION STATEMENT

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

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Live. Late Breaking. Investigative.

KCTV5 EXISTING AUDIT BRAND ESSENCE

their essence is...

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Energized

KCTV5 EXISTING AUDIT BRAND ATTRIBUTES ENERGIZED

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Impactful

KCTV5 EXISTING AUDIT BRAND ATTRIBUTES IMPACTFUL

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Considered

KCTV5 EXISTING AUDIT BRAND ATTRIBUTES CONSIDERED

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KCTV5 EXISTING AUDIT BRAND ELEMENTS OPENER

http://youtu.be/DfUojrbYaC0

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KCTV5 EXISTING AUDIT BRAND ELEMENTS INTERSTITIAL

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

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KCTV5 EXISTING AUDIT BRAND ELEMENTS INTERSTITIAL

the word live.

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KCTV5 EXISTING AUDIT BRAND ELEMENTS TITLES

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

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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 thepage more difcult than it needs to be. The main content is in the upper-left area, with one or twocolumns 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...

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the current weather map and...

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

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

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that span a significant portion of the page

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below all of that are more ads and the footer.

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KCTV5 EXISTING AUDIT BRAND ELEMENTS IPHONE APP

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

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but once it moves into the main content...

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

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Brett

KCTV5 EXISTING AUDIT TARGET AUDIENCE BRETT

Brett Kaiser, single, lives in the Crossroads and is an active 30 year old PR consultant, he’s constantlyworking and catches up on the local news through KCTV5’s newscasts on the tv, but more often from thewebsite.

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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 gets her local news, and a large portion of national news through all of KCTV5’s TV newscaststhroughout the day.

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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 10years. They live a quiet life now-a-days, they enjoy each others company and the company of their 4children and 8 grandchildren that all live close by. Lucinda quilts and crochets and gets all of her local andnational news through the evening KCTV5 newscast with Hogarth.

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KCTV5 EXISTING AUDIT KEY COMPETITORS KMBC FOX4 NBC ACTION NEWS

KMBC; if you google kansas city news, KMBC is first, KCTV is second

FOX4 News has 57 hours of news programming a week, KCTV5 has 32.5

NBC Action News

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KCTV5 EXISTING AUDITOVERVIEW

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 isn’t 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.

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Proposal

KCTV5 REBRAND PROPOSAL

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The facts, when and howyou want them.

KCTV5 REBRAND PROPOSAL MISSION STATEMENT

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Honest, unbiased, unsensationalizedreporting on the facts and topics that

matter most to the viewers.

KCTV5 REBRAND PROPOSAL BRAND ESSENCE

don’t push people away or pull people in by the political standpoint. pull them in by the honest facts

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Structured

KCTV5 REBRAND PROPOSAL BRAND ATTRIBUTES STRUCTURED

give everything a defined structure

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Cohesive

KCTV5 REBRAND PROPOSAL BRAND ATTRIBUTES COHESIVE

give that structure cohesiveness across all platforms

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Considered

KCTV5 REBRAND PROPOSAL BRAND ATTRIBUTES CONSIDERED

Put time and consideration into every aspect of the rebrand

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Current

KCTV5 REBRAND PROPOSAL BRAND ATTRIBUTES CURRENT

and of course, make the design current like the news they’re reporting.

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KCTV5 REBRAND PROPOSAL BRAND INSPIRATION CNN

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

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KCTV5 REBRAND PROPOSAL BRAND INSPIRATION THE INCREDIBLES

inspiration: THE INCREDIBLES, elegance, unbiased/politically neutral? something di erent from what isseen in the visual landscape of US news stations today.

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KCTV5 REBRAND PROPOSAL BRAND INSPIRATION EURONEWS LOGO

euronews, as it says its a european news station that strives to give the unbiased facts

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KCTV5 REBRAND PROPOSAL BRAND INSPIRATION EURONEWS ON AIR REEL

http://youtu.be/1Iks6UBDj_w i’ll show part of their on-air reel. it’s based around the idea of “pure”. they give thepure facts, no bias or sensationalism. the fact that it doesn’t use red and blue is nice. However, it is europe, andthey don’t have the same connotations as the US with red and blue. But I want to break away from the deep, richreds and blues so often seen in news casts.

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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 iswhere regular joes get to ask the questions. They pick one question for each segment and find the answer throughinvestigation, research, and interviews. Again, it’s a design style not seen in the US very often. Just looking at it,because it doesn’t have the reds and blues but instead an orange with white/gray, it feels neutral. i’ll show part of this clip

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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 newsaustralia. again, moving away from the rich colors. they’re showing energy through movement and overlap, whilenot getting carried away with rich colors, and busy animations.

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KCTV5 REBRAND PROPOSAL BRAND INSPIRATION MSNBC.COM

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

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it moves down to relevant videos for the article

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Then the discussion happening about this topic

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

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and visually, the footer ties in with the header

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KCTV5 REBRAND PROPOSAL TARGET AUDIENCE BRETT

Brett

still focusing on the same crowd, good ol’ brett

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Marlene

KCTV5 REBRAND PROPOSAL TARGET AUDIENCE MARLENE

marlene

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Lucinda

KCTV5 REBRAND PROPOSAL TARGET AUDIENCE LUCINDA

and lucinda

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Rebrand KCTV5 to be known for its trustworthy reportingon the honest facts through a structured, cohesive, andconsidered style. A style that is as visually current as thenews it is reporting and one that speaks of an unbiased

nature, riding itself of sensationalism.

KCTV5 REBRAND PROPOSAL OBJECTIVE

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Thanks Ya’ll!

KCTV5 THANKS YA’LL!

Documents

kctv5(old)