Stephen Arnold Music teamed up with design firm Flint Skallen to create new show themes and promos for China Global Television’s (CGTN) five international channels.
The two companies, based in Texas and Munich, have collaborated in the past on campaings for CGTN..
This latest update incorporates Stephen Arnold Music’s sonic brand, and includes an extensive package of new show themes and promo music for CGTN English, French (African), Spanish, Russian and Arabic.
The graphics and music were designed to reflect the channels’ increased digital footprints and worldwide digital and mobile accessibility.
Stephen Arnold Music evolved the sound of each channel, while still basing its compositions on the recognizable, four-note mnemonic they had originally developed. Each theme builds off the concept that rhythm has the unique power to transcend international barriers.
“A beat crosses all borders,” Chad Cook, vice president, creative for Stephen Arnold Music,said in a statement. “Many of the themes are built around distinctive rhythms, which are woven into soundscapes that feature both traditional instruments and electronic elements. Together, they communicate the digital accessibility that defines CGTN today.”
For instance, the video “Across and Anywhere” showcases CGTN’s multi-platform, multi-geographical footprint, with music and visuals that take viewers on a colorful journey through India, Lebanon, Greece, the United States, Africa and Argentina. Other key CGTN shows that received graphical and musical updates included “Global Business,” “New Money,” “Dialogue,” and “World Insight.”
Other key CGTN shows that received graphical and musical updates included “Global Business,” “New Money,” “Dialogue,” and “World Insight.”
“When Stephen Arnold Music’s work for CGTN debuted in 2015, the result was a memorable sonic brand for a global news operation of unprecedented reach,” Cook said. “The opportunity to further evolve and grow that sonic brand has been very rewarding; a process made all the better by the highly inspiring visuals from our talented colleagues at Flint Skallen.”