Turner commissioned Beautiful Creative to rebrand Boomerang across Europe, the Middle East and Africa. The Boomerang brand is aimed at four- to seven-year-old kids, and shows non-stop laugh-out-loud timeless cartoons such as Scooby Doo and Looney Tunes.
As well as the TV channel kids interact with the Boomerang brand through its website, social media and YouTube. The rebrand had to enhance this experience across all these touch points. Turner wanted to keep the well-known/recognisable channel logo, but everything else was open to change.
They devised a system of ‘mini-idents’: short, silly stings with ‘in ya face’ sound design,that can work individually for punchy branding online; and be curated together to form longer idents on-air. Content is king in these new idents which all feature the Boomerang characters, aligning the shows kids love with the channel brand. In total 50 idents were produced, giving the channel enough content to survive repeat viewing.
The channel navigation uses bold colours and patterns combined with giant faces of their iconic characters to provide a bright, fun, brand that appeals to kids.
The sound design was firmly based on the traditional cartoon sound but with new and exciting sounds to bring the classics into the modern era. Bangs, Crashes, Skids, Wallops, Explosions, Slides, Blinking Eye, Tip-Toe footsteps and many more classic sounds are squeezed into every ident. Scooby Doo, Bugs Bunny, Yosemite Sam, Tom and Jerry, The Happos Family, Wacky Races, Grizzy and The Lemmings, Looney Tunes and Inspector Gadget are just some of the awesome cartoons found in these idents.
This project is the dream job for any cartoon enthusiast. Classic and new characters mingle perfectly to bring a complete ident package which is endless.