Transform a short-format TV channel for timewasters into something bigger—while staying true to its beloved roots.

• Keep it light & fun, but add substance—transforming image from “stoner humor” to trendsetting, smart, informative, cool.

• Continue celebrating randomness of programming—but reposition it as rich variety (a TV “tapas bar”).

• Ensure elasticity—so brand can accommodate new & unexpected content opportunities.

We evolved the brand elements—bringing each to a new place while keeping a connection to its origins:

• Name’s meaning: To Be Determined is now To Be Discovered (so viewer is driving experience, not network).

• Logo: from slot machine with funny icons to cells with geometric patterns (creating cleaner, more abstract, more decorative feel).

• Colors: from hard “crayon box” shades to softer, quirkier palette (to create more artisanal, curated feel).

• New brand concept & evolved story

• New visual identity system

• New Brandbook