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Scaling a brand into a FAST channel
Da Vinci
Brand World · Rollout
The Challenge
Da Vinci was launching a FAST channel into a new market under the mission "Learn to change the world" with an identity built by an external agency for static use. The challenge was translating it for broadcast use. The brand needed to move, and it needed to ship in every broadcast format inside a one-month launch window.
My Role
I led the narrative translation and art directed the full on-screen identity and launch campaign, defining how the brand behaved in motion, how it held together across formats, and how its story stayed consistent at every viewer touchpoint.
The Approach
Translate the system for screen
The core brand language was reinterpreted for broadcast and motion: idents, bumpers, menus, lower thirds, app assets and channel bugs, iterated on timing, typography and detail until they met broadcast quality.
Build a world
Every on-screen element had to carry Da Vinci's purpose as well as its look. Motion and visual rhythm were designed to feel intelligent and optimistic, a long way from generic kids' TV, with enough continuity that the channel read as one world.
Anchor it with a campaign
The #BeOneOfTheKind back-to-school campaign gave the mission an emotional front door, running across broadcast, print, social and SVOD. I art directed the campaign and worked closely with animators to lock motion principles and tone - then iterated the social creatives mid-campaign against performance marketing and engagement data, adjusting what was live rather than defending what had shipped.
Deliver inside real constraints
The full system shipped within the one-month window, built across time zones with animators, producers, schedulers and audio teams. The identity then stretched past broadcast: app store and featured artwork across 14 localisations on the Apple, Google and Amazon stores.
Outcome
The channel launched into a new market for a 7 to 12 audience across global feeds, with store presence across 14 localisations on three platforms. The system was built to keep evolving past launch day, and the mid-campaign loop meant the creative kept improving against real engagement data.
Why this matters
FAST is a crowded, low-attention landscape. A motion-first system gave Da Vinci a premium, distinct presence its internal team could run without ongoing agency costs. The house style built in from the start is what kept the brand coherent as the channel scaled.
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