After the Viacom–CBS merger, Country Music Television (CMT) found itself the odd one in MTV’s youth-driven portfolio. To evolve the brand and reflect the new, raw energy in country music, Territory reimagined CMT’s identity with grit, swagger, and a bit of attitude.
Designed at Territory, NYC
THE MAN IN BLACK
With artists like Johnny Cash and Loretta Lynn breaking genre lines, it was time to ditch stereotypes. Inspired by Cash’s fearless persona, the new identity dropped “Country Music Television” in favor of a bold, stripped-down CMT. The brand voice? Honest and unfiltered.
“Shit Happens. We sing about it”
—CMT Tagline
FLAME WORTHY LAUNCH
The rebrand debuted at the Flame Worthy Awards with custom wooden invites, limited-edition LPs, and branded beer bottles, setting a new tone for the network.
CMT’s reach grew to 91 million homes—and so did its cultural relevance.
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Designed at
Territory, NYC
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Client
James Hitchcock, CMT
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Illustrations
Mark Todd
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Photography
Carsten Fleck