Orbit Showtime Network (OSN) is a subscription-based entertainment platform that offers movies, sports and TV shows to audiences across the Middle East and North Africa.
OSN was created out of a merger in 2009 between Bahrain-based Orbit Communications Company and Showtime Arabia. Following the merger, OSN rebranded their on-air identity – but when the new identity was applied in off-air advertising spaces it became highly problematic for them.
We were appointed by OSN to develop their brand identity so that it would work as effectively out in the world as it did on television screens.
The result of their previous rebrand was a chunky 3D logotype, designed for animation, that clashed with many different types of background when used off-air.
The first thing we did was to look at how we could take their new logotype and redraw it so that it could work on effortlessly against light and dark backgrounds as well as complex images.
Using our new OSN logotype as the creative focal point, we created a visual holding device for copy by cropping into the ‘O’. This allowed for a consistent approach that would quickly become instantly recognisable to consumers as an OSN message.
“The team at Turquoise were always creative, efficient, concise, and constructive. While others talk, Turquoise delivers.”
David Butorac, CEO, OSN
Taking the off-air brand further, we also designed concepts for interior retail environments, including stores, mall kiosks and event stands, as well as product imagery and packaging for the OSN receiver box.
These packages used the deep black of the OSN visual identity with glossed highlights to create depth and a more refined visual aesthetic overall.
As part of our strategic development of the brand, we also defined a new brand proposition for OSN to support our creative work we delivered and bring clarity to all future messaging: ‘Redefining the Television Experience’.
We were inspired by OSN’s premium service offer, as well as their plans to introduce cutting-edge new services in the near future – including the very first VOD service in the region.
Since our work was completed, OSN has continued to thrive, becoming the largest Pay-TV network in the MENA television market.