Toontubers.

Renewing a brand without losing what made it work.

Introduction

Toontubers is one of Cartoon Network's most successful spin-offs, where the network's characters give tips and stream video games. With the launch of Toontubers League (the channel's first e-sports show) and the arrival of a new season, Cartoon Network commissioned us to renew both identities in parallel. The creative challenge was to evolve the visual language and integrate new characters without aliening the young audience that was already passionate about the franchise.

Year

2021

Stakeholders

Client WARNER BROS. DISCOVERY - Cartoon Network. (Entertainment / Kids Media)

Services

Rebranding, Character Integration, Key Art, Motion Systems

Deliverables

Brand guide toolkit for TV and digital

Introduction

Year

2021

Stakeholders

Client WARNER BROS. DISCOVERY - Cartoon Network. (Entertainment / Kids Media)

Services

Rebranding, Character Integration, Key Art, Motion Systems

Deliverables

Brand guide toolkit for TV and digital

Within the process

The Vaporwave x Gaming crossover
We found the turning point by combining the aesthetics of vaporwave (its depth of color and surreal atmospheres) with the dynamic language of e-sports. This gave the brand a contemporary feel within current gamer culture, while maintaining the irreverent tone of Cartoon Network.

Organic Character Integration
We designed the graphic system so that the new character additions felt like a natural part of the universe and not like elements pasted on top.

Two brands, one same DNA
We developed independent but aligned identities for Toontubers and Toontubers League, ensuring that each show had its own on-screen personality while sharing the same brand structure.

View full project on Behance

The result

A complete graphics package that included illustration, key art, a motion graphics package, and promotional pieces for television and social media, accompanying the franchise during one of its highest-rated seasons.