Brand refresh for the Egyptian entertainment brand CBC.
Having led the creative team for the launch of CBC Egypt in 2011, a channel set up to embrace the energy of the Arab spring, it was an honour to work with them again as the channel developed from primarily a source of news and debate, into one with a remit for more aspirational entertainment.
Keeping the channel’s strong proposition 'where possibilities flourish' a more human connection between the brand and its audience needed to be made.
The previous identity was a graphic based look, but now the channel needed to create a more human connection between the brand and the audience and so CBC was taken to the people with a set of idents in which the CBC logo is embedded in everyday Egyptian life, whether that’s the market place, the underground or the taxi, because that’s where people come together and talk... where possibilities flourish.
Creative Director | Ian Wormleighton Agency | Red Bee Creative