Motion graphics identity for Cultura 13, Canal 13's cultural programming block on Chilean broadcast television.
(CLIENT)
13
(SERVICES)
Strategy
Broadcast design
Motion Design
13 has long stood as Chile's most culture-forward broadcaster — not a dusty, academic culture, but a living one that travels, tastes, and celebrates the beauty of being Chilean and Latin American. The challenge was to give its cultural block a visual identity that captured that energy: a twist on the channel's own brand system that felt lighter and fresher, without drifting from the graphic language Canal 13 audiences already recognize.
We built a motion graphics system that turns the word "culture" itself into the star: vectors, patterns, and animation living alongside real footage from the block's documentaries and travel, food, and heritage programs. The result stays true to Canal 13's established visual language while reintroducing it in a dynamic, contemporary key — proof that cultural programming can look as alive as the culture it portrays.
The rebrand reinforced Cultura 13's position as one of Chilean television's most consistent performers, helping cultural programming compete head-on with entertainment and telenovelas in ratings while reinforcing Canal 13's identity as the network most committed to Chilean culture on air.
