SHANGHAI – Final boundary, a Shanghai-based production company, has partnered with Art and Registry, a London-based animation studio, to execute the complete overhaul of CCTV Kids, the children’s channel of China’s national broadcaster. A complete visual overhaul is planned to create a unique and modern on-air package.
Art & Graft designed a three-tier branding system to attract the entire chain population, creating a series of harmonious fantasy worlds while incorporating the rich heritage of Chinese culture. The package also includes a family of original brand characters, set to represent the chain for years to come. In total, the studio has delivered over 60 final assets in the package.
China Central Television (CCTV) is one of the world’s most watched television networks, with over 1.3 billion viewers per year, operating multiple channels, covering various topics and demographics. CCTV Kids offers original IP address, licensed Chinese programming, and international programming block. In an unusual move, the state-run network brought in international talent for the channel’s rebranding.
“Art & Graft has a rich history of innovative global rebranding and we have once again challenged ourselves to come up with something unique for CCTV; an ambitious and expansive character-driven creative concept to appeal to their large audience, including the main channel branding, an on-air modular design system as well as a host of identifiers and promotions that span the visual language we’ve crafted throughout, ”noted Art & Graft Creative Director Mike Moloney.
“We are honored that CCTV has entrusted Final Frontier with such an important project,” said Final Frontier executive producer Gustavo Karam. “It’s like a validation of what we’re doing here. CCTV wanted the best and was ready to mobilize talent from around the world to make it happen. That’s what Final Frontier is here to help our customers do.
Karam continued, “One of the reasons we founded Final Frontier was to give us the opportunity to collaborate with studios that we have always admired, and A&G was very near the top of that list. We are proud to have them with Final Frontier, to be able to connect with such a large local client like CCTV and to develop a MASSIVE project like this.
“We were delighted to be approached and incredibly proud of the results of a project which is certainly our biggest in China to date,” added Maloney. “Working with our friends at Final Frontier has been a real pleasure and their support on the ground in Shanghai has been invaluable to the success of the project.
The project is the latest channel name change by Art & Graft after top jobs for Boomerang (Cartoon Network), Pogo (India), W Channel (UKTV) and Alibi (UKTV).
Source: Last Frontier