In a rare example of a Chinese broadcaster working with international creatives on a rebrand, London’s Art&Graft launch a complete make-over for the kids’ channel of China’s national broadcaster CCTV thru Shanghai prodco Final Frontier.

Executive Producer Gustavo Karam at Final Frontier: “The brief called for a full visual rebrand for the channel including logo design and animation, idents, and mixed media live-action and animated promos.

“Art&Graft devised a three-tier brand system to appeal to the channels wide demographic. The package also includes a family of original brand characters. In total, the studio delivered over 60 final assets in the package.

“China Central Television (CCTV) is China’s national broadcaster and one of the most-watched television networks in the world, with more than 1.3 billion viewers per year. CCTV Kids is the broadcaster’s only dedicated children’s channel and features original IP, licensed Chinese programming and a block of international shows.”
 

 
Client: CCTV
Production: Final Frontier
Executive Producer: Gustavo Karam, Chris Colman, Julieta Zajaczkowski
Project Manager: Bella Jiang
Concept, Design, Direction: Art&Graft
Character rigging: Martin Gunnarsson