International award-winning, independent brand and design agency Hulsbosch has been appointed to develop and create the brand identity for a new national channel named SBS WorldWatch. Australian multicultural broadcaster, SBS Australia (SBS) launched the free-to-air multilingual news channel on Monday May 23, 2022.

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.

Jaid Hulsbosch, Director at Hulsbosch said, “This exciting development significantly expands the multiplatform, multilingual services for SBS in Australia, and we are delighted to be part of the launch for SBS WorldWatch. SBS plays an important role in Australia’s culturally diverse society and the introduction of SBS WorldWatch offers another opportunity for a unique channel experience with a range of diverse news and current affairs programming content. To engage and extend the relationship with Australian households watching programs in non-English languages we set-out to effectively connect them to a world of language and culture.”

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. A range of digital and on-air assets, such as Channel ID’s, Show bumpers, On-air disclaimers and digital display were developed for up to 40 languages spanning 21 scripts including Latin, Arabic, Greek and Devanagari. SBS WorldWatch will be the sixth free-to-air channel for the broadcaster which already operates TV channels SBS, SBS Viceland, SBS World Movies, SBS Food and National Indigenous Television (NITV) and seven radio networks SBS Radios 1, 2 and 3, Arabic24, SBS Chill, SBS PopDesi and SBS PopAsia.