The five international channels of China Global Television Network (CGTN), reaching over one billion people around the world, have newly updated sonic brands courtesy of Stephen Arnold Music, who returned to the network after launching its distinctive sonic brand in 2015.
Collaborating once again with design firm Flint Skallen, Stephen Arnold Music produced an extensive package of new show themes and promo music for CGTN’s five international channels: CGTN English, French (African), Spanish, Russian and Arabic. Together, the two firms forged fresh graphics and music to reflect the channels’ increased digital footprint and accessibility worldwide. Across the channels and their shows, the new elements express that CGTN’s audience can access the network’s content digitally via Web and mobile.
Stephen Arnold Music took the opportunity to evolve the sound of each channel, while basing its compositions on the instantly recognizable sonic brand and four-note mnemonic they had originally developed. Each theme builds off the concept that rhythm has the unique power to transcend international barriers.
“A beat crosses all borders,” Chad Cook, Vice President, Creative for Stephen Arnold Music. says. “Many of the themes are built around distinctive rhythms, which are woven into soundscapes that feature both traditional instruments and electronic elements. Together, they communicate the digital accessibility that defines CGTN today.”
SPW CreditsClient: CGTN
Design: Flint Skallen, Berlin, Germany
Music/Sonic Branding: Stephen Arnold Music, Dallas, TX
President: Stephen Arnold; Vice President, Creative: Chad Cook
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More