In its first major network rebrand, Digital Pictures (formerly The Lab Sydney) has conceptualised and executed a new look for the national television broadcaster. A strong focus was the necessity to differentiate ABC1 and ABC2 from other brands in a multi-channel environment whilst retaining their core presentation – high quality, trusted ABC1 and quirkier, contemporary programming on ABC2.

The creative team of design directors Finn Spencer and Phil Robson, together with EP Alastair Stephen and SP Simone Clow, has expertise in network rebranding having worked on various design projects for Foxtel, Foxsports, TV1 and Networks Seven and Ten.

“It was exciting to be given the opportunity to rebrand the flagship of the national broadcaster,” said EP Alastair Stephen. “This project was made more challenging and interesting given the brief to retain existing viewers and to engage with a younger working family demographic whilst retaining ABC's image of 'truth' and 'credibility'. Our 'Think Entertainment' tagline we believe conveys the ABC's positioning as the home of intelligent entertainment in a sophisticated and visually exciting way.”

Head of ABC TV Marketing, Diana Costantini, admitted Digital had cracked the deal at pitch stage.

“As is the way with channel rebrand projects, we had little time, not much money and loads of ambition,” she said. “ They delivered great looking channels that speak to our audiences.”

The familiar heritage ABC blue is complimented with a rich orange palette that emboldens and contemporises the long established brand. Music and sound design was created by Uncanny Valley.

ABC1 went to air with the new look in March with ABC2 on air on April 1.