We were tasked with sharpening W’s positioning and refreshing its on-air identity during a full rebrand of the channel.
The full channel rebrand included all on screen packaging and a new set of channel idents. Our launch campaign included a number of TV commercials & marketing material to help build awareness of our new brand across TV, social media & out of home. In total, we designed and delivered more than 200 branded assets for the W channel at launch.
The resulting suite of assets embody a down-to-earth and unfiltered feel, that celebrate W’s inspiring programming and real-life moments in all their imperfect and unique glory.
Our logo is a bold W letter-mark, using our new brand colour, burnt sienna. The rectangle is purposely off-set to create something that’s distinctive, unique and imperfect.
The logo works on its own – but was also developed to be used as a stencil or a framing device to fully embrace our mantra of ‘Life Unfiltered’, allowing us to show imagery and footage behind our logo as a window into real life. Creating a simple, unfiltered way of celebrating our content, as well as celebrating real life in all its glory.
Imagery is at the forefront of our brand and should always reflect real life in a diverse, genuine and authentic way. Candid moments that feel unfiltered rather than staged. A warm new colour palette that is colourful and vibrant. A new font family called Heading now which comes in a large variety of weights and type styles to further establish a brand that feels diverse and unique. And finally, throughout our branded assets we have used real world textures – such as paper, paint and natural wall textures that feel tactile and real. Our on-screen packaging demonstrates how we have implemented our brand assets to create a new look and feel and establish a bold new brand identity. We aim to fully embrace our mantra of ‘Life Unfiltered’, by creating a set of idents based around our brand promise of ‘Genuine Human Moments’.
In total, we designed and delivered more than 200 branded assets for the W channel at launch. We also ran a couple of testing phases throughout the process to ensure that the new channel branding resonated positively with new and existing audiences. This insight phase was to ensure we were connecting with people on an emotional level and thankfully everything we tested was received positively and gave us the insight we needed to develop a brand that delivered on our promise.