On the heels of the CanWest MediaWorks rebrand of specialty network Prime to TVtropolis, award-winning designer Elaine Cantwell, Founder and Creative Director of spark, was commissioned to complete another major CanWest project in Canada. The most recent endeavor involved reinventing the CH local news brands to compliment the network's transition to E!. This extensive relaunch included six localized news show packages, a complete promo package, and toolkit. The result was a successful and seamless transformation that invigorated the local news brands and complimented their home on the new E! network in Canada.
"spark was an obvious choice for us, first given their history with our company and secondly because of their proven expertise and experience in creating unique and appropriate creative messages," said Brad Parry, Director of Marketing for E! in Canada. "Elaine and the team took the time to understand the strategic imperatives that the brand and its architecture required. They worked closely with us to find a voice that accurately conveyed the longstanding tradition these stations have in their local communities and clearly understood this aspect of the challenge."
With each CH station relaunching under the banner of their heritage call letters, spark crafted a campaign that clearly connected with each news affiliate and their new location on the E! network. The agency developed the look of the news franchise from the ground up including the six-station logo system, the complete on air package, off air print and online design as well as corporate collateral materials, crew clothing and news vehicle design. Each news show was customized through live action shots of the local area making a strong connection to the community, but keeping it reflective of the E! brand.
"This transition was truly a groundbreaking moment for CanWest MediaWorks and E! which in turn posed a unique challenge during the process as we blended together the past, present and future of the network," said Cantwell. "It was vital to arrive at a solution that could keep affiliates grounded with their local audiences while transitioning and introducing them to their new home on E!."
The campaign also involved a two day, in-person workshop with station executives designed to help maximize the potential of the re-launch of E! and the local news franchises. Station attendees were given the opportunity to interact with the spark creative team to gain an understanding of the package strategy and the function of the individual elements. The workshop also provided a hands-on environment to brainstorm how to implement and evolve the brand as it grows.