TV that takes you places
3 News at 6pm is TV3’s flagship program, setting the look for a majority of TV3’s other News programs. TV3 needed a premium, contemporary opener design, one that would enhance TV3’s leading reputation.
Ink were approached to redesign the program opener and communicate the news program’s brand proposition – TV that takes you places.
Ink devised a concept around the idea of Clarity. As a metaphor for credible news, visuals play on simplicity and the poetic beauty of truth and revelation. A white, almost snowlike landscape creates a base for moments of bright colour and imagery. Countryscapes become the heroes of the piece. A journey across the countries of the world end on New Zealand. An aerial of the New Zealand coastline is used as a reveal mechanism. The restrained palette has been selected to create a very premium, high end feel to the piece.
TV3 News boss Mark Jennings said it was time for change. “The new look places 3 News alongside the world’s best news services, in terms of presentation, and well ahead of our local competitors”.