ANTI has developed the brand platform, the visual identity and the advertising promoting the brand new channel on multiple platforms.
TV 2 Livsstil replaces the former channel Bliss and is on air from today. The content on the channel will be focusing on bringing the world closer to the viewer by providing inspiring tv-shows and series. The channel´s tagline is "Closer to Life".
This is ANTI´s second rebranding for TV 2 this year. The new channel follows up the launch of TV 2 Humor that went on air in March.
THIS IS A FEELGOOD CHANNEL!
Karen Phillipenko, Visual Director TV 2
TV 2 Livsstil is an inspiring lifestyle channel that seeks to inspire and help you see new aspects of life and what ́s happening around you. The channel ́s personality is the updated, social and friendly girlfriend you look slightly up to, that never looks down on you, that always puts you first.
The channel ́s appereance should reflect a soft, personal appearance and play on observations on life and the world surrounding the viewer. TV 2 Lifestyle invites to a gender-neutral universe, yet with a more feminine touch - without excluding male viewers.
We are looking to blur the lines between the digital and linear tv-channels through smart visuals that manages to create an ongoing dialogue with the viewer.Kjetil Wold, Chief Creative Officer ANTI
On TV 2 Livsstil the most important visual tool is the green guideline. Its role is to act as a curious guideline that helps the viewer through promotion flow by flipping, sliding, swiping and zooming through content. Inspired by how we navigate on editorial platforms when searching for inspiring content.
Tone of Voice
To create a flexible tone of voice we use highlighted quotes as a tool in order to make room for a versatile brand voice.