When Network 10 merged with CBS they embarked upon their first rebrand in 27 years. Uncanny Valley was engaged to manage Ten’s sonic branding from logo mnemonic, to News, to the ‘upfronts’ launch celebrity night of nights.
The creative brief called for change and the need to highlight the ‘cheeky, mischievous, fun and authentic’ nature of Ten. We responded by assessing the history of the Ten sound, its competitors and its demographic in the network landscape.
The news theme was refreshed along with sonic logos and brand triggers to indicate the modern bulletin nature of the content. Like the visual execution, the musical palette was clean and packed a punch so as to be arresting across all platforms.

The upfront launch was an extravaganza of choreographed network talent culminating in a lengthy stage show production with full orchestration. The campaign was received very positively in the press with Ten CEO stating: ‘TV’s wild child has its voice back!’



Client: Network 10
Creative Direction: Claudio Amati, Ed Holmes, Ross Dagan, Nina Fussell.
Sonic Brand consultants: Justin Shave/Charlton Hill
Orchestration: David Barber
Composers/arrangers: Shave/Hill
Upfronts musical direction: Shave/Hill
Studio: Uncanny Valley