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

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