Vibrant CBC posters featuring Canadian figures, promoting CBC’s entertainment, news, and podcasts with bold geometric designs and colourful patterns

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.

CBC logo timeline showing the evolution of the logo from 1940 to the present, with six different designs marking key periods in CBC's history
CBC poster with the slogan 'It's a Canada thing,' featuring a stylish woman
Red CBC water bottles and employee ID badge with new branding.
Red CBC hoodie with logo and geometric sleeve design.
CBC branded stationery with envelopes, letterhead, and pencils
White tote bag featuring CBC’s colourful geometric logo design

The Results

59%
of the audience was left with an improved impression of CBC.
65%
improved impression among racialized audiences.

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