Star beams with identity by Static

Static Design has created the on-screen identity for Asian TV network Star and its seven own-brand channels, due to launch next week, for a fee in excess of £500 000.

The consultancy is the broadcast design arm of Static 2358.

The Rupert Murdoch-owned satellite broadcaster claims to be the world’s biggest TV network, which broadcasts to millions across Asia including China, India and the Middle East.

Star Plus, India’s premier Hindi entertainment channel and Star Sports, Asia’s market leading sports programme are among the channels being rebranded.

The consultancy was briefed with creating an identity that linked all channels across all territories, but took into account the wide range of disparate cultures.

“The hard part of the job was how to give each channel its own individual identity, but at the same time reinforce the overall Star brand,” says Static Design director of creative strategy Mark Rock.

“The identities were about six years old and as Star is an aggressive company in Asia, it wanted to be seen to be forward-thinking. It also wanted to move away from brash American branding towards a European sensibility.”

The consultancy won the work via a paid creative and strategic pitch against two European rivals, Razorfish and German consultancy Velvet.

Static Design was appointed to what Rock describes as “our largest job to date” in January.

Star, which was previously called Star TV, was rebranded in February in an attempt to reposition itself as a multi-service, multi-platform brand.