Our brief was to create a stand-out brand identity for DMAX Germany. One which will be consistent across all touch points – on-air, print, online, PR and press. We aimed to re-position the brand to embrace the idea that ‘Life is a big adventure’. Overall, the design has become lighter and brighter, reflecting the broader positioning perfectly. Language and sound design have evolved: fresh and edgy, less explicitly masculine than before. As a result, DMAX is now Europe’s most successful men’s channel with 80% recognition in Germany.