Background

MuchMusic’s sister-station Razer, a digital cable network owned by CTVglobemedia, had attracted a loyal following among 12-20 year olds across Canada. To keep this unique, high-energy network fresh and relevant to their audience, this turned to Strut.

Strut's Solution

We designed and executed a re-brand of the Razer network to refresh their on-air look and strengthen their position as a unique, youth-targeted, national specialty network.

The project involved developing a totally new look & feel for the network, including all new on-air promotional packaging, station IDs, bumpers, as well as branding elements for key network content such as their highly rated “Razer Flick” feature movies. Built around a theme of “the meat circus”, the brand explores a strange nexus where various forms of meat interact with the world of the freak-show.

Results

Strut’s work on the Razer branding was awarded the highest honour in television branding.
In 2008 Razer on-air identity and packaging won Gold at the Promax|BDA Design Awards, the world's largest television marketing conference, attracting industry leaders and executives from top television networks, cable channels and station groups.