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Troika Creates Bolder, Contemporary Identity for Corus Entertainment

Hollywood-based brand consultancy and marketing agency unveils a redesigned corporate brand for Corus Entertainment reflective of the Canadian media giant’s combined strengths and forward-looking strategy.

HOLLYWOOD -- Entertainment brand consultancy and marketing innovations agency Troika has unveiled a redesigned corporate brand for Corus Entertainment reflective of the Canadian media giant’s combined strengths and forward-looking strategy following its previously announced $2.65 billion acquisition of Shaw Media.

Troika’s rebrand incorporates a bold new identity, including a new Corus logo and brand design system for all corporate collateral, marketing, website, signage and environmental. Underpinning the new design is a brand strategy that leverages the strengths of the combined companies under a renewed Corus brand. The rebrand positions Corus for the future and inspires employees through unifying brand values and a contemporary image.

“The rebrand represents the start of a new chapter for us as we bring these two companies together to create a media and content powerhouse,” said Susan Schaefer, Senior Vice President, Brands and Marketing, Corus.

Dolores Keating-Mallen, Vice President, Creative Agency and Brand Development, Corus commented, “This was a true partnership between Troika and Corus, beginning with collaborative brand workshops at the Troika offices. The effort involved direct input with key stakeholders as well as the outstanding collective creative talents of Troika and Corus.”

Dan Pappalardo, founder and CEO of Troika added, “This is a case of how branding can drive business beyond consumer relationships. The Corus rebrand is a strategic roadmap for the future and the visual personification of the company’s momentum forward. The work can be seen in the Corus offices, where brand values, like ‘Be Bold’ and ‘Think Big,’ come to life both in action and through brand design and messaging.”

Previous to the rebrand, Troika worked with Corus on the 2015 refresh for the network’s flagship women’s brand, W Network,and has worked with many leading media and entertainment brands around the world.

Credits for Troika’s Brand work include: Patty LaVigne: Account Director, Dan Pappalardo: Lead Brand Strategist, Josh Chesler: Strategist/Writer, Dale Everette: Creative Director, Stef Smith: Producer, Daniel Beaton: Art Director, Caspar Noonen: Logo Designer, Kyle Valentic: Designer. Credits for Corus’ creative work include: Dolores Keating-Mallen, VP, Creative Agency and Brand Development, Vince Robles: Design Creative Director, and Troy Grant: Producer.

Source: Troika

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