The Identity of the News Package for the Public Television of Armenia was developed as part of a long-term collaboration with Armenia’s national public broadcaster. As the country’s most prominent public media outlet, the broadcaster sought to modernize its on-air presence while maintaining the integrity and authority associated with its longstanding history. The primary goal was to create a modern, cohesive visual identity for AMPTV’s news programming that would feel fresh and contemporary without disrupting the tone of the broadcast. A key concern was avoiding visual elements that might evoke anxiety or exaggerate the emotional weight of the news. Instead, the client asked for a calm, confident aesthetic - one that communicates credibility, professionalism, and public trust. The solution needed to work across a wide range of content - from hard news to cultural features - while remaining distinctly recognizable as part of Armenia’s public broadcasting legacy.