World Movies approached Ink to revitalise and re-energise their brand, with the ultimate objective being to add greater excitement to an already authentic and credible offering. It was time to more clearly represent World Movies as a contemporary, independent, art-house channel.

There was also a need to reduce barriers for new audiences, especially to broaden the appeal to younger audiences, beyond the channel’s existing loyal viewers. At the same time, it was crucial not to alienate existing audiences, but rather to increase viewer retention and brand recognition.

To achieve these goals, Ink designed a World Movies brand that references the zoetrope or “wheel of life”, an early innovation in animation and a precursor to modern motion pictures. The brand look and feel with its echoed and staggered imagery creates a graphic interpretation of the device. The vertical windows of a zoetrope are reinterpreted to reveal and transform scenes, and to entice audiences into other worlds. Image sequences can be created from content, live action or graphic animations which gives the package great flexibility and room to evolve.

Retaining the World Movies brand blue, the distinctive mark is supported by a limited colour palette and a classic typeface. These were chosen to complement and celebrate the premium channel content. The angles of the mark, colours and layouts all work together to create an intriguing, transformational channel package.