Nickelodeon Sonic Rebrand.

Sonic is a popular Indian Kids TV channel owned by Viacom and part of the Nickelodeon family.

I lead the team for Beautiful Creative to re-brand the channel following a competitive pitch. The brief was to transform Sonic from an action-based channel to a comedy-focused proposition. The repositioning was driven by a desire to be more gender-inclusive, and attract younger viewers who prefer comedy over action. Younger viewers of comedy and cartoons form a more loyal audience and change channel less often. The target audience was to be expanded from 10-14 year-old boys to 4-14 year-old children with a ‘bullseye’ audience of nine year-old boys. The ultimate aim is to build a distinctive brand that can grow a loyal audience in a crowded and competitive area.

At the heart of the new logo sits the ‘spark’ representing the spark of comedy now airing on the channel. The logo is rounded and in bright colours that compliment the Nickelodeon orange, and is more inclusive than the rather angular and mechanical logo associated with the previous identity.

The idents are funny animated shorts with an unexpected, silly twist at the end. We are producing a set of 17 original idents at different durations (no cut-downs) to insure the branding on the channel is varied and fresh.

This is a truly comprehensive rebrand consisting of hundreds of deliverables for both on and off-air use, including seasonal packaging, brand books and merchandising guidelines.