CCTV 1 is the biggest Channel in China with the most audience in the world. The channel’s core concept has been built onto the values of Power of China, Hope of the nation and Solicitude for the people.

The current branding system is based on the concentric movement of the letter C from CCTV's logo. It means fulfil and harmony in Chinese culture.

I was asked by 3Kou branding agency to refresh the ​​​​​​​
​​​​​​​channel's look from IDs to OSP in a more contemporary and dynamic way. Here some styleframes from the pitch.

Client: CCTV
Agency: 3Kou
Art director: Carlo De Agostini