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Keyton takes MTV brand beyond the music

Mar 4, 2011 1:06:00 AM - thestate.com
Youth. Re-invention. Experimentation.

That’s what MTV is to Jeffrey Keyton.

And one more: Art school.

Keyton, MTV’s art director, is in charge of the look and feel of the cable channel, which recently underwent a redesign. MTV is a busy channel with a variety of programming — videos, the smushing cast of “Jersey Shore,” the “Real World” and other “True Life” dramas — that also seems, somehow, to have a unified presentation.

“More than anything we tried to get a visual glue to things,” Keyton said about the redesign. “It finally evolved to a point that we needed a cohesive look and feel.”

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