Moving Brands and Enterprise IG team up to create Japan TV ident

by Suzanne Bidlake, Brand Republic 08-Mar-06, 08:10

LONDON - London-based Moving Brands and the Japanese office of WPP's design agency Enterprise IG have created a new channel identity for Japanese network Jupiter Telecommunications Co, better known as J:COM.

The animated ident, featuring the lifecycle of flowers, will initially appear on J:COM's community TV channel. This provides local information to an audience of more than 4.8m viewers.

Moving Brands says the design takes a radical approach to on-screen channel branding in Japan. It uses "hyper-realism 3D animation" to follow flowers growing from seeds to blossom. The seeds are intended to represent the colon in J:COM.

Ben Wolstenholme, Moving Brands' creative director, said: "We needed to strike a balance between understanding what would resonate with the Japanese audience and at the same time bringing something very fresh to J:COM."

Tokyo-based J:COM is Japan's biggest multiple-system operator based on the number of subscribing households. It had more than 2m signed up at November 30 2005. The company provides cable television, high-speed internet access and telephony services through managed franchises.

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