Get Into It
CTV- Role: Art Director
- Agency: loyalkaspar
- Year: 2018
In 2018, Bell Media’s CTV engaged Loyalkaspar to complete their first rebrand in over twelve years, aiming to position themselves as a digital-forward entertainment brand while cementing attribution over a broad range of programming that included the biggest names in American television.
At the core of the new identity was the ‘Viewfinder’, a flexible yet lightweight framing device that unified their visual identity and strengthened brand attribution. As Art Director, I helped lead the development of the visual identity as it applied across multiple platforms and consumer touchpoints, from on-air to digital display advertising and out-of-house.
![The CTV website & a mobile device shown side-by-side. Both feature a single coloured line that frames the keyart, helping to identify it as CTV content.](https://i0.wp.com/www.peterjeffs.com/wp-content/uploads/2019/11/LK_CTV_Digital_Website_03-scaled.jpg?fit=1920%2C1080&ssl=1)
![](https://i0.wp.com/www.peterjeffs.com/wp-content/uploads/2019/11/LK_CTV_Digital_Display_GM-1-scaled.jpg?fit=1920%2C1080&ssl=1)
![](https://i0.wp.com/www.peterjeffs.com/wp-content/uploads/2019/11/LK_CTV_Rebrand.006-scaled.jpg?fit=1920%2C1080&ssl=1)
![](https://i0.wp.com/www.peterjeffs.com/wp-content/uploads/2019/11/LK_CTV_Rebrand.008.jpg?fit=1920%2C1080&ssl=1)
![As part of the launch campaign CTV took over Bloor-Yonge Station.](https://i0.wp.com/www.peterjeffs.com/wp-content/uploads/2019/11/CTV_CS_CampaignPict_04.jpg?fit=1920%2C1080&ssl=1)
Credits
- loyalkaspar
- Chief Creative Officer: Beat Baudenbacher
- Producer: Nicole St Germain
- Art Director: Pete Jeffs
- Senior Designer / Animator: Joe Fuller
- Designer: George Prah
- © 2018
![](https://i0.wp.com/www.peterjeffs.com/wp-content/uploads/2019/11/LK_CTV_Rebrand.000-scaled.jpg?fit=1920%2C1080&ssl=1)