ARK was approached by the Kenya Red Cross to create an impactful youth brand whose first platform would be a TV Channel.
Brand Audit & Strategy:
We began by carrying out an audit to fully immerse ourselves in the world of Kenya’s youth and to gain a complete understanding of the media and entertainment space. The insights we gained guided our strategy for the brand, and helped define it’s positioning as a young, energetic, and dynamic channel that connects with and inspires our youth.
Guided by our strategy we developed a name for the brand that would inspire positive thinking and allow the brand to grow throughout the continent. We wanted a brand name that timeless and connected beautifully with our audience, a name that was memorable, playful, and respectable
The graphic idea for SwitchTV is derived from a circle, a simple yet powerful shape that embodies the essence of our brand. It allows us to do a lot with very little, to inspire creativity using a timeless icon that we are surrounded by daily.
We developed a colour system for the brand that reflected the vibrant energy of our youth and the world around us. The brand’s identity can appear in any one of it’s 7 primary colours.
Once we’d created the key brand elements for SwitchTV we developed the design system for the brand by extending our key graphic idea for use in different on-screen applications. Colour is a large part of the SwitchTV identity and we extended the use of the vibrant colour system in our on-screen and off-screen applications.
On Screen Applications: