Ditu: La nueva TV que te da gusto
BRAND STRATEGY
BRAND POSITIONING
NAMING
BRAND IDENTITY
BRAND VOICE AND TONE
DESIGN SYSTEM
Caracol Televisión, Colombia’s leading TV network, saw an opportunity to connect with new audiences who consume television in a whole new way: a multi-platform experience, free access, and stories that truly reflect their lives.
The Challenge
Creating the brand for Colombia’s first FAST platform (Free Ad-Supported Streaming Television), setting a milestone in national television. To achieve this, we needed to define its role within Caracol Televisión’s brand architecture, creating a strong visual and narrative identity along with a digital design system that would enhance its impact.
Our Strategic Vision
DITU needed a unique voice, an identity that resonated with Latin audiences, and a powerful positioning strategy to stand out in a hyperconnected world. The goal: to compete with top-tier streaming services while offering the key advantage of being free, available on any device, and packed with the content people love.
A name that feels right and a logo with attitude
DITU is an invitation: “DI TÚ” (You Say) what you want to watch! “DI TÚ” what you dream of, and see it on DITU! We needed a short, catchy name with attitude. That’s how DITU was born—a phrase that connects and makes you want to watch more.
We designed a bold, dynamic, and digital-first logo. In a world where brands are always in motion, DITU comes to life with its moving “T”—a playful, cheeky detail that reinforces the brand’s promise and dynamic spirit.
A latin voice for latinos
Our promise is simple: the new platform that feels good. And we turned that promise into the core concept that gives the brand its personality:
We speak spanish, for latinos: using slang, memes, and cultural references.
We are emotional and exciting: we amplify what truly matters because we’re pure passion.
Always positive: we find the bright side of every story.
Honest and unfiltered: embracing humor, gossip, and the essence of Latin culture.
Typography with “sabor”
Expressive, curvy, and full of movement. Every letter shape reflects the energy and excitement of the brand, carefully designed to shine in digital environments.
A system that evolves
Inspired by the diversity of content and formats, we created a versatile and expressive design system. DITU thrives on any screen, maintaining a vibrant, eye-catching presence across all devices.
Design System: identity in every experience
We not only built the core elements of the brand but also defined the key principles of its digital product identity through an integral design system.
By establishing atoms, molecules, and organisms, we ensured consistency with the brand’s strategic vision. From typography and colors to icons and components, every detail contributes to a smooth, meaningful, and intuitive user experience.
This design system, centered on usability, ensures that DITU stays authentic to its brand essence in every interaction.
This is DITU: The new TV, like you.
