I saw Dinko Lacic speak at the 2011 BDA (Broadcast Design Association) awards. I thought I might be blah’d out. Another redesign for a network. Ho hum. I was wrong. Way wrong.
Lacic is the creative director at VIVA, a music channel that’s part of MTV Germany. I was sweating with envy when I watched the trailer. With only a couple dimes and some great ideas, Lacic gathered his team together and created a re-brand worthy of the Gold BDA award he won—along with a slew of other accolades—too lengthy to repeat.
The channel wanted to shift its positioning to a demographic a bit older than teenage. The combination of sexy imagery and highly conceptual design bumped up the look and the age range. Lacic is the first to say he couldn’t have done this work alone. As a smart creative director, he gathered a team of outside design companies to help his in-house designers make the plethora of material needed to brand a network.
What makes Lacic so good is that he harnessed his team and created a new look that is cohesive and appropriate. Lacic also dotted his i’s and crossed his t’s with a trailer that totally nails his objectives.