MTV has had a makeover: a completely bonkers new look. The ‘new ugly’ aesthetic, which it hopes will reflect the increasingly visual way that its audience communicates. Fluid were approached by MTV to help develop their off-screen brand, in particular; their stationery nicknamed “Kill Boring”. We worked closely with MTV to get this bright, brash, hyper visual approach to work in print by creating imagery inspired by internet memes, GIFs and emojis, and social media videos posted by the viewers. The resulting graphics are a chaotic mix of clashing colours, unicorns, anthropomorphic fruit, marble and pizza, perfectly capturing MTV’s playful tone of voice, as well as the DIY aesthetic of the internet.