Media production network.

With local news networks in major cities, premium broadcast content, and morning productions — Citytv is one of Canada’s largest entertainment stations. Citytv engaged us to lead the rebrand of their marquee group of brands and sub-brands. A family of entities that combines daily news reporting from CityNews, audience open-mics from Speakers Corner, morning productions from Cityline and Breakfast Television. Each with their own sub-brand design system. We helped build not only the rebrand and identity packages but the roll-out of national print, digital, and OOH campaigns.

scope: 
Advertising Campaign, Brand Guidelines, Brand Identity, Digital/Print Collateral, Environmental Graphics, Event Branding
role: 
Art Director

The City rebrand saw an edit of it’s primary name supported by an overhaul of its entire brand. A new visual language was established to supported the rebrand. The primary network id and toolkit led the refresh across all brand and sub brand elements. Working with the on-air team to develop a graphic cropping of the new mark mixed with the bouquet of city lights added energy and ownership to hero key art.

We then built a toolkit, brand guidelines and application to all brand/advertising touch-points. Covering everything from vehicle fleets to mic flashes to national advertising campaigns. The rebrand supported City’s best primetime ever, a 21% Network Growth in primetime for the network, more than any other broadcaster.

Interested in building a brand that engages employees, inspires ideas, and creates culture — we should talk.