RCS
Lei TV
Art Direction · Motion Design · Project Coordination
Lei TV
Lei TV needed a new face — one that felt fresh and modern, but still recognisable to its audience. We built a complete graphic package for the channel, from idents to lower thirds, all tied together by a clear visual concept.
About the project
Lei TV is a lifestyle channel owned by RCS MediaGroup, broadcasting on Italian digital terrestrial television. The channel covers four editorial areas — Wedding, Living, Cooking and Fashion — each with its own programming and visual identity.
In 2015, the channel underwent a complete graphic rebrand. The project covered the full on-air package: idents for each editorial area, bumpers, lower thirds, end pages and all supporting graphic elements.
Challenge
Lei TV had a strong identity to protect — especially its signature purple, a colour the audience already associated with the brand. The brief wasn’t to start from scratch, but to evolve: modernise the look, make it more competitive in the lifestyle space, and build a visual system flexible enough to work across every type of content on the schedule.
Idea
The concept came from the everyday. I worked with a photographer to shoot iconic objects tied to the channel’s four editorial pillars — Wedding, Living, Cooking and Fashion. Each object was carefully retouched and colour-graded, then deconstructed graphically and rebuilt through animation in a dynamic multilayer composition.
Paired with fragmented keywords that mirror the same graphic treatment, the result is a storytelling system: each ident tells a short, immediate story about its theme.
The purple line runs through everything — idents, bumpers, lower thirds, end pages — acting as a rhythmic and visual connector that holds the whole package together. Fresh, elegant, and instantly recognisable.
Wedding Ident
Living Ident
Cooking Ident
Fashion Ident
Produzione: 3Zero2TV
Data: 2015
3Zero2TV Production Manager: Silvia Barbui
3Zero2TV Project Supervisor & Art Director: Elio Deponti
Motion graphics: Elio Deponti / Lorenzo Casati / Samir Al Megrabi / Daniele Arginelli