Turner commissioned us, during my time at Beautiful, to rebrand Boomerang across Europe, the Middle East, and Africa. Aimed at kids aged four to seven, Boomerang celebrates timeless, laugh-out-loud cartoons like Scooby Doo and Looney Tunes. Beyond the TV channel, the brand connects with children through its website, social media, and YouTube, so the rebrand needed to feel consistent and full of character across every touchpoint.
Turner wanted to retain the familiar Boomerang logo, but everything else was open for reinvention. We created a flexible system built around short, playful mini idents rather than fixed openers. Each piece could stand alone or be mixed, matched, and remixed by the in-house team to create a sense of anarchic kid chaos - everything that’s great about being young, loud, and full of imagination.
Content became the heartbeat of the brand, with Boomerang’s iconic characters driving the storytelling. In total, we delivered over 50 idents, giving the channel a huge toolkit to play with and the freedom to keep its identity fresh, unpredictable, and endlessly fun.
Turner wanted to retain the familiar Boomerang logo, but everything else was open for reinvention. We created a flexible system built around short, playful mini idents rather than fixed openers. Each piece could stand alone or be mixed, matched, and remixed by the in-house team to create a sense of anarchic kid chaos - everything that’s great about being young, loud, and full of imagination.
Content became the heartbeat of the brand, with Boomerang’s iconic characters driving the storytelling. In total, we delivered over 50 idents, giving the channel a huge toolkit to play with and the freedom to keep its identity fresh, unpredictable, and endlessly fun.
