CHANNEL O

CONCEPT FOR REBRANDING

BIRTHMARK APPROACHED US TO WORK WITH THEM ON THIS ONE. CHANNEL O IS AN AFRICAN BASED MUSIC CHANNEL THAT SHOWCASES A VARIETY OF LOCALLY PRODUCED MUSIC VIDEOS. THE CHALLENGE WAS TO CREATE AN IDENTITY FOR THE BRAND THAT WOULD REFLECT THEIR ETHOS OF 'ORIGINAL AFRICAN' AND WOULD BE ABLE TO RESONATE WITH THE YOUTH ACROSS AFRICA. OUR IDEA? TURN THE CHANNEL INTO A PLATFORM FOR ORIGINAL CONTENT THAT HAS ALREADY FOUND IT'S PLACE ON POPULAR CULTURE BLOGS ACROSS THE INTERNET.

THE IMAGERY AND CONTENT ALREADY EXISTS, OR CAN BE CAPTURED ON THE STREETS BY A SINGLE CLUED UP GUY WITH A CAMERA (IN THIS CASE, PHOTOGRAPHER JUSTIN MCGEE). THE EDITING STYLE IS FRESH AND SLICK AND THE GOLDEN THREAD FOR SOURCED CONTENT. OUR FRIENDS AT AUDIO MILITIA CREATED A TRACK FOR THE THEME PIECES THAT'S COMPLETELY ORIGINAL, AND AFRICAN BUT RELEVANT TO A UNIVERSAL MARKET. WE DESIGNED THE LOOK OF THE CHANNEL TO BE BOLD, BRIGHT AND HARD EDGED AND GRITTY-THIS IS AFRICA AFTERALL.