Turner commissioned Beautiful to rebrand Boomerang across Europe, the Middle East and Africa. The Boomerang brand is aimed at four- to seven-year-old kids, and shows non-stop laugh-out-loud timeless cartoons such as Scooby Doo and Looney Tunes.
As well as the TV channel kids interact with the Boomerang brand through its website, social media and YouTube. The rebrand had to enhance this experience across all these touch points. Turner wanted to keep the well-known/recognisable channel logo, but everything else was open to change.
We devised a system of ‘mini-idents’: short, silly stings that can work individually for punchy branding online; and be curated together to form longer idents on-air. Content is king in these new idents which all feature the Boomerang characters, aligning the shows kids love with the channel brand. In total we delivered 50 idents, giving the channel enough content to survive repeat viewing.
Alongside the idents we created a compressive kit of parts for the brand that caters for the different needs of overseas territories.
The channel navigation uses bold colours and patterns combined with giant faces of their iconic characters to provide a bright, fun, brand that appeals to kids.