CBC
A new look at an old institution.
Overview
We developed a new brand identity and creative platform for CBC that brought previously unrecognized properties to life and increased the relevance of CBC to a younger audience in Canada.
Relevance
- Created a new buzz around an aging brand.
- Successfully incorporated the past with a fresh look forward.
- Drew attention from a valuable audience.
Key Challenge
CBC’s audience is aged and dying off. New, younger and racialized audiences see it as an old news organization.
Strategic platform
Convention:
The audience for CBC is aging out without enough interest for new audiences to get on board.
Disruption:
Update the brand’s colour palette and utilize the distinctive shapes in the CBC logo to leverage latent nostalgia and revive an aging brand.
Vision:
Use these distinctive shapes, colour triggers and a kinetic new identity to create a brand system that could work across the full range of CBC outputs.
Creative strategy
Bring a fresh energy to all communication to drive increased recognition and trigger reappraisal.
The Results
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