TV Asahi Rebranding
TV Asahi, Japan, 2002,
Tomato, London.
 

Cross media brand identity for the re-launch of Japanese channel TV Asahi. 

The Reactive Identity created a 300% increase in awareness of the TV station. 
As a result repositioning TV ASAHI at the top of the sector.

Conceived to be a reactive ever changing miniature galaxy of 3D content blocks that respond through movement and shifting colour spectra, to sound inputs.

On screen the TV channels presenter’s voices or the channels various sound signatures would drive the identities changing movement and colour throughout the broadcasting day.

Off screen and “out in the world”, the identity would be driven by sound whether human or generated by the environment. 

The identity was applied across a broad range of physical assets and virtual spaces, that included: Moving image, outdoor, electronic billboards, broadcast vehicles, print, building signage, stationery and merchandising.

The identity was chosen by the Victoria & Albert Museum as being one of the “100 greatest ever works of commercial art”.