• Transform magazine
  • November 30, 2020

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Majid TV rebrand delivers bright outlook

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Abu Dhabi children’s channel Majid TV has undergone a rebrand courtesy of Art&Graft.

The design studio was approached by Pentagram to work on the repositioning of the channel, which is part of Abu Dhabi Media. Majid TV was established in 2015 as an extension of the Majid brand, which began in 1979 as a children’s magazine.

Art&Graft devised a visual approach that reflects the heritage of Majid and incorporates many of its long-serving characters across the channel, while creating a contemporary design system to carry the brand forward. The new brand is designed to work coherently and consistently across all platforms with the aim of establishing the channel as a global TV brand.

Mariam Al Serkal, head of Majif platforms at Abu Dhabi Media, says, “Majid has a legacy spanning 40 years that is deeply rooted in Arabic heritage and spans across the MENA region, so we were looking for a company that had international expertise yet could understand and work with a culture that they weren’t familiar with. Truly we are beyond ecstatic with the results that Art&Graft produced. From the moment we started working them, we sensed their attention to detail, their understanding of the cultural aspects, the constructive discussions around our characters, and their continuous evolving of ideas and execution that developed into the beautiful rebranding of Majid."