TORONTO – Shaw Media’s Showcase is celebrating its 20th anniversary with a new look and logo designed to reflect the channel’s “big and dramatic sensibility”.
Beginning this week, viewers will see a refreshed brand, on-air and off-air, infused with colourful creative elements that complement the channel’s famed character-driven dramas and blockbuster movies, reads the announcement. The channel’s distinctive new logo, a throwback to the original Showcase logo, anchors all of the on-air elements, from station ID bugs to advertiser billboards, and is complemented by a vibrant and interchangeable colour scheme used in customized brand image spots. The channel’s new tagline “Showcase – Beyond Ordinary” was created to represent the innovative programming available on the channel.
“As one of Shaw Media’s most-watched specialty channels, we knew we had to create a new look that would act as an extension of the channel’s programming evolution and appeal to our discerning viewers,” said Shaw Media’s VP of marketing Amanda Ploughman, in the news release. “The result is a new look and logo that pays homage to the past 20 years, while taking a fresh and clever approach that fans and advertisers alike will enthusiastically embrace.”
Showcase will introduce the new brand through a multi-media marketing campaign targeting adults 25-54, primarily in Toronto. The campaign will reach new and current viewers through online, mobile, radio, and on-air advertising and, for the first time, features a multi-stage storytelling approach through customized pre-roll ads.
Showcase’s new branding was designed entirely in-house by Shaw Media’s Creative Agency.
