Turner's Boing got a 'Better Together' rebrand where its logo remixes the shows

Boing, the sister channel to Turner's Cartoon Network and Boomerang, was on air in Italy, France, Spain and South Africa and needed a zanier energy and a unified identity across those markets.

'Better Together': the Boing logo enters a scene and mixes the characters and props into new situations — sharing makes the Animadz greater than the sum of their parts.

LUMBRE modernised and redesigned the Animadz characters, built a full on-air identity and an off-air identity, wrote a new channel tagline, composed original music and an audio logo, updated the logo, and made a launch campaign introducing viewers to the new character designs.

The rebrand went on air across Boing's four markets with new characters, tagline, music and audio logo; no ratings or performance figures appear in the material.

Boing is the sister channel to Turner's Cartoon Network and Boomerang, on air in Italy, France, Spain and South Africa. Turner's in-house brand team commissioned Buenos Aires animation and design studio LUMBRE to conjure its zany energy in a full branding campaign.

The campaign was built on the idea of 'Better Together': when the Boing logo enters the scene, it mixes the characters and props together to create a new situation that is much more fun and interesting. By sharing, the channel's Animadz characters reach a new level of excitement that is greater than the sum of their parts.

The scope went well beyond a logo refresh: LUMBRE modernised and redesigned the Animadz, created a launch campaign to introduce viewers to the new character designs, built a full on-air identity and an off-air identity, orchestrated original music and an audio logo, wrote a new channel tagline, and updated the logo. The studio later released a behind-the-scenes process reel showing the evolution from pencil sketch to final animation, including ideas that didn't make the cut.

The logo-as-mixer mechanic turns idents and promos into demos of the brand promise, so every asset reinforces 'Better Together' without extra copy.

Redesigning the Animadz cast at the same time meant the new identity had living spokescharacters, not just a new coat of paint.

One idea had to unify four language markets — a visual mechanic travels where taglines can't, which is why the tagline came second.

A channel logo works hardest when it's a mechanic, not a stamp — give it a verb (mix things) and every promo becomes a demonstration of the brand promise.

The new identity rolled out on air across Boing's markets, and LUMBRE published a process reel of the making; the material records no further milestones.