A new 24 hour television concept speaking to the EDM demographic – which traditionally does not consume linear content – required a non-traditional approach to branding. We started by acknowledging the nomenclature of the digital community and spelled the name ‘NGTLF’, to mimic the common practice of social media abbreviations. Vibrant neon colors and the sharp angles of laser light beams provided the visual inspiration. The resulting brand fits perfectly on the television medium, but is not out of place in any of the multiple screens favored by this generation.