Creative Sky

Brand Identity for CCTV

Creative Sky is a TV show on China national channel CCTV 6, aimed at finding and promoting the next generation of talented Chinese fashion designers. The show’s first season aired in 2011 and quickly established itself as a reference for quality and meaningful entertainment content. With the higher purpose of providing a platform for the creative youth, Creative Sky gained international interest, noticeably with the Parsons School offering full scholarship in New York to the winner. With Vogue, Lane Crawford and a host of international labels as partners, the show cemented its unique position in the Chinese creative landscape.

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The challenge

Our challenge was to strike a balance between the three main components of the show: Entertainment, Education, Glamour. The identity had to be dignified, so that it could comfortably sit next to the key sponsors of the show such as Parsons School and Vogue, while being glitzy enough to attract an audience that wasn’t necessarily familiar with the Fashion world.

Our Approach

We created a simple and elegant logomark formed by the two letters C and S of Creative Sky, and build a rich environment of supporting motion graphics and stage design that would bring the brand to life.

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In its most simple form, the brand identity stayed elegant though playful, with a limited colour palette of black and aqua blue.

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The on-air identity, produced in partnership with our friends at CarbonTV, took a more glamorous and fantastical turn, with this improbable dress coming to life in the opening sequence of the show. The colour palette was expended and enriched with lighting and 3D effects.

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We also created a stage design that highlighted the creations of the contestants and promoted interaction with the judging panel while reinforcing the brand identity.