Social media is the new town square, so it made sense that CMT wanted a digital brand system that would stop scroller in their tracks. Acting as standalone system to differentiate social properties of all shapes and sizes, we were inspired by the chunky text and flooded gradients of Hatch Show Prints to marry eye catching messaging and timeless western heritage. The system itself was expansive, featuring 20 unique gradient combinations and flexing over all main digital and social outlets, allowing for consistency in both existing and future properties. Unified but not uniform.  Flexible but not a free-for-all. Country and Western.