mun2 Debuts PROJECT LIGHT SWITCH

mun2 unveiled its multi-platform light switch campaign.  The on-air, off-air and online initiative offers an innovative visual execution of the recent mun2 branding campaign which introduced the network's tagline "you're on."

"The new identity is a direct reflection of our audience and is fueled by the best of both worlds," said Ricardo DeMontreuil, Creative Director for mun2.  "It encompasses the spirit of the bicultural Latino experience in a subtle, clever manner, all while expressing the many meanings of our tagline: you're on." 

"Project Light Switch is the next phase of our brand roll-out which we initiated last year," said Alex Alonso, VP Marketing for mun2.  "As the mun2 brand, our vision is to reflect the uniquely American experience of our viewers.  Project Light Switch is a byproduct of that vision.  It serves as an extension of our tagline - "you're on" - which impacts a bold statement about the growing and influential 18-34 year old bicultural segment of the US.  The light switch affords us another element of engagement with our viewer, in which we showcase them organically within our brand and our content."

A joint project between the network's Creative and Marketing team, and spearheaded by Troika Design Group, a leading brand and design agency, the visual campaign includes an animated logo design that serves to further emphasize the metaphor for its audience's bicultural identity: Latino and American, the best of both worlds.  The logo animation also plays off the words of what the network represents as a brand and broadens the name to a wider audience by bumping off "mun-dos" to create mun2. 

mun2's promo spots will incorporate "you're on" in fun, smart ways, highlighting expressions such as, "you're real," "you're fierce" and "you're sexy."  The promo system will feature a modern, clean, edgy graphic style that showcases the network's young, Latino audience. 

The new primetime look of the channel will be inspired by contemporary night life, incorporating bold colors with black and white imagery, while weekend blocks will showcase brighter, more colorful outdoor imagery.