Brand Extension
Country Base: Australia
Industry/Sector/Keywords: Television, Media, Information Services, Broadcast, News and Branding, Events, Entertainment, Leisure, Internet, Multimedia, Communications

Below: Before and After Images in Slide Show, Video, Summary

Industry Setting

When CBS took ownership of the Network Ten, they had an opportunity to reinvigorate their personality. For the Network Ten rebrand to have an impact, we needed to apply it across all the brand’s key elements.

We were given the opportunity to work with the Ten News team on a full rebrand of their national news offer – instilling a renewed sense of confidence and modernity, capturing the fresh take Ten has on news.


Ten Eyewitness News: First At Five needed to be reset to align with the exciting changes that were taking place as part of the Network’s rebrand. Our brief was to explore the way Ten could deliver news with a new-found sense of confidence and boldness.

But there were certain design restrictions based on the tech platform required for live feeds during news programming that needed to be considered. Breaking away from typical news conventions and graphic treatments took courage and confidence from our client at Ten.


We identified that the name, Ten Eyewitness News: First At Five, was ageing and ‘of the 1980s’ and their current identity felt very much the same.

So, we created a bold, brave new name -10 News First. The name underpins the ethos and passion of the Ten News team. It also carries forward the leadership (First) idea that was part of the existing name.

The visual identity created for the graphics package was white and blue, fresh and modern, positioning the program away from its competitors in the other free to air networks.


Since the rebrand in October 2018, Network 10 saw a 20%-30% increase in viewership across the 10, Studio 10 and 10 News First platforms.

The 10 News First set design and refreshed identity has been hugely impressive internally.


Client: Network 10 –

Network 10 Team Project Team:
Ross Dagan
David Bernstein
Mohammad Hassan Taskhiri
Karen Song
Owen Li
Lori Luo

Brand Strategists/Designers/Insights/Client Services:
Principals –

Executive Creative Director: Simon Wright
Planning Director: Wayde Bull
Senior Account Director: Renée Stekel
Brand Voice Director: Hamish Cargill
Writer: Lisa Wilson
Designer: Carolina Relander
Designer: Agus Wijaya
Motion Graphics: Hayden Mathys
Motion Graphics: Dean Varndell