WORLD channel's mission is to inform and inspire with real stories from around the world. From award-winning documentaries on America ReFramed, Doc World and Local, USA to insightful tellers on Stories from the Stage, WORLD remains a pillar for documentary content at GBH and PBS and is carried by 194 partner stations in markets representing 77% of US TV households.

In 2023, GBH Creative was approached with an opportunity to collaborate with WORLD in facilitating a creative rebrand of the channel. This required a refresh to the logo, motion graphics both on channel and for social promotion, as well template building for broadcast. 

Our lead graphic designer worked on the overall rebrand of the logo, keeping to the spirit of the original WORLD channel logo and branding, but modernizing the typeface and shape language. Alternate logo lockups were also created for social promotion and print. 

Our team worked closely with WORLD to put together several rebrand promos, identifying key moments and themes in their documentary content and series. We landed on the campaign slogan of "Breaking Through" to highlight the ways WORLD highlights marginalized communities and untold stories. 

With this concept in mind, we began building a motion graphics language that placed an emphasis on typography and simple colors, to capture viewer attention and create the "lens" in which they would see WORLD's programming. 

We identified thirteen unique ID clips, spanning WORLD's programming. These IDs were distributed to all carriers of WORLD nationwide. 

In addition to promos, our team created several motion graphics templates for legal channel IDs, programming lineups, as well as special presentation cards, channel messages, and television ratings messages. 

Overall, GBH Creative continues to contribute to the brand design of WORLD, creating several spots including, "Moments of Zen", a series of spots meant as moments of reflection and pause within programming blocks. Not only does the brand refresh modernize the look of WORLD, it also redefines the direction of the channel's programming going forward, keeping to the original mission, while focusing the lens for audiences to new breakthroughs in storytelling. 

Graphic Design Lead:                                Colin Mahoney

Creative Director:                                       Elias Mallette, Colin Mahoney

Motion Graphics:                                       Arthur Lembo, Zachary Hoban

Motion Graphic Template Design:            Arthur Lembo

Copywriter: Missy Frederick

Project Manager: Nikki Cole

Chris Hastings

Hannah Paul

Jill Poisson