Art & Graft | CCTV Kids Rebrand by Final Frontier.mp4

Final Frontier teamed up with Art&Graft to execute the complete rebrand of CCTV Kids, the dedicated children’s channel of China’s national broadcaster.

The brief called for a full visual make-over for the channel, creating a unique, modern on-air package including logo design and animation, idents and mixed media live action and animated promos.

Art&Graft devised a three-tier brand system to appeal to the channels wide demographic, creating a series of harmonious fantasy worlds whilst incorporating the rich heritage of Chinese culture. The package also includes a brand family of original brand characters, set to represent the channel for years to come.

China Central Television (CCTV) is China’s national broadcaster and one of the most watched television networks in the world, operating multiple channels covering diverse subjects and demographics. CCTV Kids is the broadcaster’s only dedicated children’s channel and features original IP, licensed Chinese programming and a block of international shows.


Client: CCTV
Production Company: Final Frontier
Executives Producer: Gustavo Karam, Chris Colman, Julieta Zajaczkowski
Project Manager: Bella Jiang
Concept, Design, Direction & Production: Art&Graft