Rogers, one of Canada’s largest media organizations boasts a deep list of multi-channel broadcast stations with national reach. Television properties highlighted with City network, a conventional multi-station channel, and category-leading specialty stations like FX, OLN, and G4. As an internal art director, I led and supported various rebrands including the robust City group of brands. A family of entities that combines broadcast content, custom-produced content, daily news outlets (City News), morning productions (Cityline), and a healthy list of digital outlets.
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.
