Corus Entertainment has been known as the Canadian broadcasting company with strong kids programming and entertainment pedigree. The recent acquisition of Shaw Media strengthened Corus’ portfolio of brands with Shaw’s specialty channels and analytics expertise, allowing Corus to move beyond their Canadian roots as an internationally renowned media and content powerhouse. Our challenge was to help position two merging companies as one stronger brand leveraging the unique strengths of Corus and Shaw.
Through our brand strategy, we created a roadmap that unearthed future opportunities through a unified vision that united stakeholders and empowered employees.
We positioned Corus with a new brand platform that combines the deep data capabilities of Shaw Media with the creative expertise of Corus under the concept Audience First Entertainment. Together, Corus and Shaw leads in building deep engagement through powerful storytelling, super-serving audiences at home and around the world. The new platform enables Corus to broaden their audience and move beyond their current set of programming.
We worked collaboratively with Corus’ Human Resources department to identify innovation, accountability and collaboration as the shared core values of Shaw and Corus. Expressing their spirit of innovation and fearless, risk-taking approach, Think Big and Be Bold were brought to life through artwork across the Corus offices and in their corporate communications.
We designed a new Corus logo and identity with a bold, modern look.
We helped Corus become a forward-thinking media empire ready to thrive in the competitive marketplace by bringing the best of Corus and Shaw together.