The Challenge

Telecom Italia owned La7 was launching its first digital channel. A “daughter” to the main channel, it was aimed at a younger, female audience. The brief was to produce a sophisticated identity with an open-minded and international outlook. It was to position the new channel as young, cool, joyful, sparky and innovative.

The Solution

The core idea uses the channel’s name, running words out of the leMer ‘d’ to start a conversation with the audience: La7donna, La7dinamismo, La7distinzione -- the words reflecting the brand’s qualities and audience moods. Centred around a wall of seven windows, each sequence uses a number of surprising combinations to showcase an event.

The Result

As well as providing the design template for other screen platforms, the seven-window design plays a central role in the on-air graphic presentation system. Our Italian baby La7d made her on-screen debut in April 2010.