Major Chilean broadcaster Mega and its extensive family of channels and digital platforms have received a striking visual transformation, thanks to a comprehensive on-air graphics and brand system redesign crafted by the acclaimed computer graphics motion crew at Lumbre, based in Buenos Aires. The sweeping rebrand introduces a vibrant, stylish aesthetic designed to modernize how the network communicates with its audience across traditional television and digital ecosystems alike.
According to Sergio Saleh, founder and creative director at Lumbre, the network’s previous visual identity had remained largely unchanged for more than half a decade. Over that extended period, the older graphics had simply become part of the everyday television landscape, blending into the background to the point where they were easily overlooked by viewers.
Compounding the need for change was the evolving media consumption habits of modern audiences. Today, the Mega brand spans a diverse portfolio that includes the flagship Mega channel, Mega 2, Mega Ficción, Mega Plus, the Mega GO streaming application, the official digital portal mega.cl, and various active social media accounts. Because contemporary viewers fluidly move between multiple screens and platforms throughout the day, the network recognized an urgent necessity for a fresh, modern communicative approach supported by a single, cohesive visual look capable of unifying every touchpoint under one clear banner.
At the heart of Lumbre’s design strategy was Mega’s existing logo, which is inherently constructed from simple geometric modules. The Buenos Aires-based motion team recognized this architecture as the ideal starting point for the entire rebrand system. By breaking down the logo into its most basic shapes—specifically pills, arches, circles, and half-circles—the designers successfully rebuilt them into a flexible and dynamic visual language. Because these foundational elements originate directly from the network’s core emblem, the resulting graphics maintain an unmistakable connection to the Mega brand identity, ensuring instant recognition regardless of where or how the viewer encounters them.
To amplify this structural foundation, Lumbre introduced a bold, optimistic color palette designed to exude positivity and energy. The palette features striking electric blues, hot pink, warm yellow, and bright cyan, thoughtfully anchored by deep blacks and neutral grays. This vibrant spectrum not only establishes a cheerful and forward-looking mood across the network’s broadcasts but also provides individual programs with their own distinct color moments, allowing diverse genres—from news and dramatic series to promotional content—to stand out while remaining harmonious within the broader brand ecosystem.
The scope of deliverables provided by Lumbre to Mega Chile was extensive, covering a wide array of broadcast and digital requirements. The creative crew delivered a completely overhauled on-air graphics system, sophisticated 2D and 3D information graphics, atmospheric bumpers, promotional closers, and striking logo identifications. Furthermore, the comprehensive package included standardized color palettes, typography guidelines, motion language frameworks, and thorough animation tests. To ensure practical viability across the network’s multifaceted operations, Lumbre also provided concrete application examples demonstrating how the new visual system functions across promos, television series, daily news broadcasts, and digital platforms.
The successful realization of the Mega Chile rebrand was driven by a talented collaborative team at Lumbre. Under the leadership of Creative Director Sergio Saleh and Executive Producer Pablo Encabo, the production featured the artistic direction of Adriana Campos and the animation direction of Jose Cambariere. Ignacio Farias Sunier served as animator, while Jeff Keisel managed client relations as account manager, bringing the ambitious multi-platform project to a polished completion for the Chilean broadcaster.
