Hilo, HI
Nā Leo TV
Nā Leo TV is a community access TV station and creative media hub. NLTV is dedicated to convening and creating collaborative spaces that offer accessible opportunities for Community Creators of all skill levels to amplify their stories and perspectives.
Sector
Media, Journalism, & Storytelling
Consulted
2024
Reputation Analysis
Nā Leo TV has been Hawaiʻi Island's community media center since 1993. After its former CEO was convicted of financial misconduct, the organization's overall reputation became associated to a single failure. New leadership arrived in 2023 to redefine what Nā Leo TV stood for internally and to the public. Without a renewed strategy, the brand risked tainting future endeavors to rebuild its reputation due to inconsistencies and misalignments between how it had evolved internally and how it was perceived externally.
Positioning Shift
The brand required a rebrand. There was an opportunity for the organization to showcase how it its evolving brand was different compared to its former brand. An internal rebrand is supported and fortified by a visual rebrand that positions a brand for renewed cognitive brand perception. In this case, there was an opportuntity to showcase that evolution and rebrand visually.
Solution
A visual identity built to represent Nā Leo TV's role as a place where community voices are amplified and connected.
Design Thinking
The brand identity centers on a signal-inspired logo that embodies innovation, community connection, and a forward-thinking approach to local storytelling. The signal motif reflects Nā Leo TV's role as a platform where voices are amplified and stories shared across Hawaiʻi Island. Clean geometry and intentional linework convey clarity, professionalism, transparency, and trust — the lines converging at the center to symbolize unity across diverse perspectives, while the expanding arcs represent generations of storytellers coming together around a shared mission. At the organization's request, the identity moves away from its previous turquoise-and-black palette toward a vibrant orange-and-yellow, sunrise-inspired one — colors that evoke warmth, renewal, and new beginnings, marking the dawn of a revitalized chapter for Nā Leo TV.
