When the Set Becomes Part of the Identity
RTP (Rádio e Televisão de Portugal) is Portugal's public service broadcasting organization, operating four national television channels, three national radio stations, and several satellite and cable offerings. Itsanashow Studio was commissioned to develop a comprehensive new visual identity for every newscast program across the network.
THE CHALLENGE
The new identity needed to reflect RTP's evolving strategy: forward-looking, dynamic, and youthful. It also had to streamline operators' daily workflows while maintaining full coherence with the channel's broader visual identity.
This case study is presented across five chapters: Teaser · Openers · On-Air Graphics · Infographics · Studio Ledwall Backgrounds. Focusing here on the Studio Ledwall Backgrounds, the visual environments designed for RTP 1, RTP 3, and 360, extended into Augmented Reality.
Studio Ledwall Backgrounds
RTP 1 | General Channel
RTP 3 | News Channel
Design Details
360 | Late Night Analysis Show
Augmented Reality Integration
THE SOLUTION
Using color and light as the guiding elements, we designed ledwall backgrounds that add visual impact without competing with the news or the anchor on set, maintaining the minimalism and sobriety central to this identity.
For RTP 1, the network's flagship channel, we introduced recognizable elements from the opening sequence, including a map with Portugal at its center connecting outward to the world. Color plays a subtle but meaningful role, shifting from warm morning tones through to dusk as the day progresses.
For RTP 3, the dedicated news channel, we focused on adding depth to the set through light that breaks across geometric shapes, creating volume and helping the news anchor integrate naturally into the composition. Here too, color reflects the passage of the day.
For 360, a late-night program dedicated to in-depth analysis and guest discussions, we gave it a distinctly different character through a restrained color palette and a graphic elegance that sets it apart from the daytime broadcasts.
Beyond the static set design, the identity extends into Augmented Reality, used during live broadcasts to bring data, infographics, and key visual elements directly into the studio space. From parliamentary assemblies to historical monuments, these AR elements ease in, perform, and exit fluidly in real time, seamlessly integrated into the set and the news anchor's narrative. Complex information becomes clear, immediate, and visually compelling, without ever breaking the flow of the broadcast.
Beyond the static set design, the identity extends into Augmented Reality, used during live broadcasts to bring data, infographics, and key visual elements directly into the studio space. From parliamentary assemblies to historical monuments, these AR elements ease in, perform, and exit fluidly in real time, seamlessly integrated into the set and the news anchor's narrative. Complex information becomes clear, immediate, and visually compelling, without ever breaking the flow of the broadcast.
