A pitch concept for Starworld Asia Re-Brand 2016
Role: Concept, Design
Creative Agency: BDA Creative Singapore
Role: Concept, Design
Creative Agency: BDA Creative Singapore
Context and Challenge
The task was to refresh StarWorld from a channel that’s young, feminine, and playful to a premium channel that feels approachable to a wider and more gender neutral audience with a more refined look & feel. This will require quite a departure from the current branding.
Our Approach
Positioning StarWorld as an elevated, high-end destination, the brand strategy draws inspiration from luxury fashion editorial design and premium product packaging.
Visual Identity: Built on pristine glossy textures, sleek compositions, dark-toned atmospheric environments, and dramatic two-tone fashion lighting reminiscent of high-end portrait photography.
Graphic Systems: Channel idents pair pure geometric motion graphics with live-action footage cut to mirror the prismic, angular nature of the visual style.
The Grid System
The foundational visual system originates directly from the geometry of the StarWorld logo, extending its structural lines to create a dynamic visual framework.
Logo Geometry: Diagonal vectors extend outward from the logo's contours to form a continuous grid.
3D Projection: The flat grid is extruded into 3D spatial geometry, elevating line intersections into sleek, structural bases for typography.
Chromatic Layering: Premium color palettes and metallic lighting are integrated into the volumetric forms.
Macro Framing: Tight, intimate camera framing crops into the 3D grid, creating a simpler, bolder, and more provocative broadcast layout.
The Graphic Ident
The graphic idents track the individual letterforms of STARWORLD as they descend gracefully onto the grid's geometric landscape. Rendered in a glossy, polished rose gold, each letter navigates the structured environment before converging seamlessly to assemble the complete StarWorld logo.
Live Action Ident
Extending the grid system into live action, a prismatic crystal treatment refracts high-end cinematography shot in dramatic two-tone lighting. These glamorous vignettes highlight StarWorld’s core programming, anchoring the channel's elevated visual language.
Graphic Packaging
