Redesign of betevé TV station

La Mirada Imperfecta (Trans. Imperfect Look) –the repositioning campaign for betevé–, lead by FOLCH studio, is representing the wish to change the perception of the city by avoiding glorified landmarks and iconic elements and instead giving recognition to the distinguishing features, the reality, the normality, the beauty of the everyday life in each neighbourhood. This urge to alter the notion of not only the local channel but the city as well, through place branding, has been the driving force and motif behind the rebirth of betevé.