The new Argentine Channel Encuentro was created as an initiative of the Ministry of Education of the country.
Lead and directed by Tristan Bauer and Fernanda Rotondaro they requested Steinbranding to take charge of developing the channel’s overall image.
Conceived under the umbrella of diversity and equality, the aesthetics started from photographic images shot throughout the country. The main goal achieved was having everyone see themselves represented in their everyday lives.
The idea was to make the things that depict the country as a whole, like cardinal points, textures, dialects and colours, converge.
Regarding the graphics and in operative terms, the color palette unfolds in different shades of green, blue, red and orange. All the pieces, particularly the opening and closing of promos, are linked to the morphology of the brand.
The readability aims at establishing a clear communication and makes it easy to reach.
The use of miscellaneous and over abundant aesthetic resources was avoided.
More daring than the usual in tone, the daily promos break the classic moulds that are traditional in this type of communication.
The overall message is addressed to an audience who understands that learning can be entertaining.
Both in graphic and edition terms the highlight is placed on the visual rhythm.
As a result, this Argentine channel disregards stereotypes and has no need of looking outside to find resources.
The voice of a popular actor was chosen to be the voice over of the promos, a compulsory must, to provide the signal with the character, accessible identity and degree of closeness the audiences value so much.
Encuentro is a channel to watch, enjoy and learn with like few other.
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