China’s most watched TV channel came to us for a new look and feel when they moved to their new headquarters at the CCTV building in Beijing. This also coincided with the channel’s switch over to HD broadcasting. We designed a series of colourful and dynamic themed idents to brand all of CCTV1’s Entertainment, News and General programming. Arc Energy was also carried across the whole OSP system as Coming Nexts, Menus, Lower Thirds and Promo End boards. This channel re-brand also saw the introduction of Mr C, a cheeky new channel mascot for the young and young-at-heart.