Your Morning, Your Vote
Your Morning is CTV Canada’s national morning news television programming. The Your Morning producers needed an eye catching, fresh, and versatile design package created for coverage and results of the 2019 Federal Canadian election. The following outlines the process and final designs created for the show.
Approach A
This approach is inspired by Your Morning’s previous use of boldly colour treated photography, strong shapes, and large typographic forms. The recurring use of line is pulled from the line below the ‘M’ in the show’s logo.
Adding A New Element
This design mixes established colour treated photography and line visuals with a new element: text based pattern. The inspiration for text based pattern is derived from precedents using letter forms as abstract shape and compositional tools.
Approach B
A circle motif, pulled from the distinctive ‘o’ in the Your Morning logo, and the use of 3D renderings define approach B. Prior to this point in the brand’s design precedents their had been an aversion to 3D, because the use of 3D was too referential of classic news programming aimed at an older audience than Your Morning’s target demographic.
Keeping It Fresh
Unlike the visuals created for traditional news coverage this 3D approach is flattened to give it a fresh feeling that fits within Your Morning’s typically flat visual space.
Final Design
The Your Morning team chose approach B because they liked the connection 3D rendered elements had to serious traditional news coverage. The team hoped to leverage the visual connection to reiterate the show’s reputable and trustworthy approach to election coverage.
In addition to a refreshed visual approach the team requested a suite of matching text based boards and head-shot templates for use during live broadcasts. I worked with Your Morning to decide on what functionality these templates needed, designed the visual solutions, and worked with an engineer to create the templates. Producers were able to use the templates and create effective, on brand, good looking visuals in a live news environment.
