2010 - Channel Branding

Friendly is the first gay culture channel in Argentina. LUMBRE created the identity and communication strategy from the ground up including everything from focus groups to final production of branding elements. Being a new channel, they needed a branding that was open and flexible as they made adjustments to find their audience and content, but it was clear from the beginning that everything needed to be hip and stylish.
Executive Producer: Digital 1
Creative/Art Director: Juani Libonatti

Creative Director: Sergio Saleh
Executive Producer: Pablo Encabo
Design and Animation: Sifon DG, Paula Vidal, Ariel Cabrera, Carla Dasso

Music: "Grand Illusion" by Miami Horror (not for commercial purpose)