Creating a Brand for a New Audience

MISSION: NUVOtv asked Miner & Co. Studio to help them rebrand their network. Through audience insights and stakeholder sessions we helped them create a brand that speaks to Modern Latino Life.

APPROACH: We employed ethnographies with a range of Modern Latino segments, online bulletin boards to shape brand articulation, workshops with stakeholders to refine brand articulation and define filters, and ongoing collaboration with programming and marketing to stay true to the brand.

OUTCOME: The research led to the creation of a new set of brand filters and the NUVOtv “brand book” which became the basis for the network re-launch in the summer of 2013. NUVOtv’s Chief Creative Officer, Jennifer Lopez, speaks to these insights in interviews.