NBC UNIVERSO taps loyalkaspar to develop Brand Identity

Entertainment branding agency loyalkaspar has partnered with NBC UNIVERSO in developing its rebrand campaign. The agency was tapped to develop a new creative foundation that would help transform the network (formerly mun2) into a modern general entertainment cable channel for Latinos. This included revamping the brand identity, personality, and sonic branding, as well as developing a launch campaign around the strategic position, “Inspire the Wow.” The debut of the rebrand coincided with NBC UNIVERSO’s exclusive telecast of Super Bowl XLIX in Spanish.

“As a brand, NBC UNIVERSO celebrates the modern Latino experience,” says loyalkaspar Executive Creative Director Richard Eng. “Their unique point of view embraces the Latino spirit while being wholly a part of the American zeitgeist.”

loyalkaspar’s creative strategy was built to capture the attitude and tone of the “Inspire the Wow” position and translate it into an actionable platform. Collaborating with the NBC UNIVERSO team, a brand personality was developed and manifested through the creative concept “Cinematic Experience,” which takes inspiration from NBC UNIVERSO’s high quality programming – from the biggest sports franchises to signature series, blockbuster movies, music and must-see live events – and features cinematic lighting that highlights abstractions of the iconic NBC peacock, a bold color palette, and a modern type system inspired by movie posters and trailers.

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“We were aiming high for bold creative that embodied a great modern cable channel, and also represented the fact that we happen to be Latino,” said Rubén Mendiola, president, NBC UNIVERSO. “We could not be more pleased with what loyalkaspar helped us achieve, and our viewers’ positive response to our new, vibrant look and feel.”

Along with the visual identity, loyalkaspar delivered a brand personality guide to inform cross-platform communication, a toolkit of sonic branding elements, and a series of launch spots, anchored in a powerful 60-second anthem piece that aired on and off-channel. Altogether, the new NBC UNIVERSO brand aims to redefine American Latino television by creating a high-impact, premium viewing experience.

“Collaborating with NBC UNIVERSO to create something unlike anything in the Hispanic media landscape was an unforgettable experience,” concludes Eng. “We were able to engage at the highest levels with Network President Rubén Mendiola, and that helped us to create an entertainment brand that is as thrilling and unexpected as it is real and meaningful.”