Channel [V] China by Co&Co Design Strategy Limited

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CLIENT

A tele­vi­sion chan­nel from STAR Chi­na Media Lim­it­ed ded­i­cat­ed to all types of music pro­grams for young music lovers in Chi­na. They also hold notable music awards every year that invite the most pop­u­lar artists in the region to attend.

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BRIEF

STAR Chi­na Media Lim­it­ed com­mis­sioned us to rebrand their 31 pro­grams and pro­mos in one tone in order to cope with their need of expand­ing on-air con­tents to their offi­cial web­site. They required a sim­ple and tidy design with unit­ed graph­ic style that was less dis­tract­ing to audi­ences in the small­er screens of lap­tops. And the chal­lenge was to fin­ish the project in a mon­th’s time.

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APPROACH

Our con­cept was to use the sim­plest form in design: geo­met­ric shapes, togeth­er with gra­di­ent col­ors, as the base ele­ments. We divid­ed the pro­grams into five groups, where each group had a unique prim­i­tive shape to rep­re­sent it. In this way we could speed up the cre­ative process­es in a more sys­tem­at­ic way and hence could work faster dur­ing the design peri­od. Our approach gave the chan­nel a total­ly unit­ed and iden­ti­cal look that uni­fies their broad­cast and online plat­form, which was dif­fer­ent from the fanci­er and diver­si­fied pro­gram pack­ag­ing Chan­nel [V] Chi­na had before. 

“We commissioned Co&Co Design Strategy Ltd. to design a brand new, on-air presentation for our renowned music channel in order to cope with our need to integrate on-air and online look and feel. The solution Co&Co came up with gained satisfaction among our management. The colorful, clean, and energetic design direction best matches with the great variety of music content we provide to our young audience. Their proposal of using a more graphical approach also met our tight schedule for this project, but yet maintained the high quality of final products. — Hubert Zhang, Vice President of STAR China Media Limited