Channelling Unity

SBS WorldWatch

Australian multicultural broadcaster, SBS Australia (SBS) has launched a free-to-air multilingual news channel called SBS WorldWatch. The channel features a selection of the best international news programming across 40 languages, new SBS produced bulletins in Arabic and Mandarin as well as relevant SBS produced current affairs programs with in-language settings for audiences with non-English speaking backgrounds.

Unity and Connection

SBS appointed Hulsbosch to develop and create the new national channel’s brand logo, visual identity, digital and on-air assets, such as channel ID’s, show bumpers, on-air disclaimers and digital displays that are developed for up to 40 languages spanning 21 scripts including Latin, Arabic, Greek and Devanagari. 

Born from the idea of ‘Channelling Unity’ the brand identity features a bold mnemonic shape comprised of two parts, an iconic Australian imagery overlaid with diverse international scenes. This all comes together to symbolise unity, connection to the world and a singular destination for news programs.

Project Scope

Identity design
Logo creation
Digital graphics
On-air graphics
Show bumpers
Brand campaign
Brand guidelines


Sydney Design Awards 2022: Gold: Graphic Design – Identity and Branding, Community