Title	REBRAND CANAL Q
Brand	CANAL Q
Product/Service	TV CHANNEL
Category	C01. INTEGRATED MEDIA CAMPAIGN
Entrant Company	Produçõe Ficticias Lisbon, PORTUGAL
Advertising Agency	Produçõe Ficticias Lisbon, PORTUGAL
Media Agency	CANAL Q Lisbon, PORTUGAL

Name	Company	Position
Silvio Teixeira	Canal Q	Art Director
Gonçalo Félix Da Costa	Canal Q	Director
Nuno Artur Silva	Produções Ficticias/Canal Q	Administrator

Results and Effectiveness

The rebranding was mentioned in all the Brand specialized media in Portugal and obtained some very good reviews internationally (an example: http://www.underconsideration.com/brandnew/archives/new_logo_and_on-air_look_for_canal_q_by_silvio_teixeira_homembala_and_nuno_alves.php#.Uz1Nbtw-izA)

Creative Execution

We challenged our selves to create a system that can be used throughout time to reinvent and expand the channel's Ids. It is based on a 'movie set' idea that exists and is ready to be used for new means by different people, it has it's own set of rules, that exist so they can be broken. We believe that this makes the brand live longer. All the decisions were made with the goal of having a simple and powerful 'real-life' use of the logo. We created 2 spaces, there's a front wall with the 'Q' outline as a window, and a back wall with the 'packman' figure. After arriving to this design, the process was about finding the right stories to tell. The on air graphics are another approach to the use of the logo through the creation of graphical landscapes for the various contents.

Insights, Strategy and the Idea

'Canal Q' asked for a rebranding that illustrates the personality and ideas behind it. The channel focuses on original programming, much of it host-driven, in the realms of humor, entertainment, and information, and describes itself as a channel 'under construction, but particularly in deconstruction'. The brief included a big variety of supports for the brand, such as on-air graphics and Ids, print, web and mobile. The creative team was already working with the channel for a while, so the project happened very spontaneously from the will of both parts. The channel has a small structure and the project had to be done in a tight budget. It means that the communication had to be simple, smart and durable.