MTV Europe wanted a portal site to take its Web visitors to local content. Red Design took on the brief.

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Few subjects share the coma-inducing properties of the European Union, so making this the premise of a Web site for one of the most vibrant youth brands there is – MTV – seems improbable. 
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Yet, this was the approach taken by Brighton-based Red Design when designing a site for MTV Europe. “The brief was to make the portal dynamic, exciting and innovative,” explains Red Design’s Keith Davey. 
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The company’s solution was to use the portal as a means to distribute countryspecific information, such as local time and temperature, via dynamic maps. Upon entry, the site recognizes the country in which the user is based, and reveals live local information such as time and temperature, and links to local MTV sites. 
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Moving the cursor over other countries reveals other local details. “The aim was to remove the countries’ borders,” says Davey, “to encourage the spread of information between Europe’s MTV viewers, so that Europe is brought closer together through MTV.” 
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The need for a portal arose from a redesign of the MTV corporate identity. “It needed a Web portal to reflect the changes,” says Davey. “The site name features on all corporate communication material across Europe. So, all MTV Web traffic in Europe starts here before it’s directed to the appropriate regional MTV site of the user’s choice.” 
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