TV branding - Cartoonito Dreamtime

We created this branding to establish a key destination block for a preschool channel. Branding television channels is a complicated, specialist business and Cartoonito's end of day block presented an interesting challenge. Young children don't always want to go to bed; in fact, many will stop at nothing to delay it. Somehow, we needed to establish the idea that getting ready for bed, settling down and resting was a something to embrace for the young audience. Studies have shown that dreams are developmentally very important to young children. Anecdotally, we all know that dreams are where our imagination runs riot and our grandest dreams play out. Armed with this knowledge, we designed a block that celebrated the fantastic fantasies youngsters have. The animation focuses on the imagination of the Cartoonitos, the animated brand ambassadors for the channel. We see each of the characters living out an ambition or adventure. In TV branding terms, it was a success. Viewers, and their parents, recognised the clearly labelled block and show ratings increased during that time period