E Channel branding, SMG

E Channel branding, SMG

Our creative work encompassed logo creation through to a comprehensive on-air launch total package of IDs, 60 second image promo and live-action OSP system for SMG’s main Entertainment channel.
Shooting at locations in and around Shanghai we filmed 8 wonderful everyday moments in super slow motion to reflect our new tagline ‘Enjoy the Moment’.
Director of Photography Mark Pugh and Designer / Director Sandy MacMillan shot the scenes using a Phantom HD high speed camera
The new red strap-shaped logo is used as a simple endorsement to conclude each ident and is accompanied by specially commissioned “Yeah, Yeah” sung sonic branding created by Shriek.
We also designed more than 20 ‘presenter’ idents which were shot in studio, showing SMG’s own celebrities painting, writing and spraying Coming Next’s, Tonight, Tomorrow onto red OSP boards in their own unique styles. The celebrities’ performances give the channel’s onscreen presentation system a very warm and intimate feel.