Joi, Mediaset Premium channel, dedicated to the best of the new TV series, has had a new image for just over a month. The launch of the restyling has been accomplished at the same time as the debut of The Event, the new TV series that is being broadcast contemporaneously with the United States.
The viewer takes part of the action and the typical elements of the genres and of the single contents materialize and take shape in the channel itself: it is an idea of Monkey Talkie, which looks after the creativity for Mediaset’s Creative Management team.
The image of Joi is renewed with idents and promos focused on the personalization and contextualization of the logo. The logo takes shape, adopting the most representative characteristics of the TV series and of the genre in its entirety: it changes skin for V-Visitors, it is analytical and detailed like an X-ray photograph for Dr. House, it is the ink of a love letter for the drama genre, it floats in the air like a light balloon for the comedy genre.
In Joi’s new image, the viewer enters into the world of the most cult series currently on TV, thanks to freeze frames which freeze the narrative continuum and allow interrupting and moving around inside the original scene, with a spectacular view which reminds of the cinematographic technique of bullet time.

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