ABS-CBN Broadcasting: Studio Experience Strategy & Design

Devising a unique system for an immersive experiential design for the country's leading media company

As we were once enthralled by the spectacle of the television, it always crossed our minds to just reach to the screen and be part of the experience.  ABS-CBN, one of the Philippines’ leading media networks, has always been at the heart of the Filipino people, and this childlike wonder was realized through the creation of the ABS-CBN Studio Experience.

Envisioned to be an immersive experience and an exercise of the senses, it is a place where fans, enthusiasts, and the ABS-CBN community can converge for fun activities bringing the shows’ studios to life, igniting the childlike wonder of being in a primetime show and the thrill of being part of a star-studded network. And with such a popular lineup of programs, variety shows, and celebrities, how can an indoor themed set of spaces blend it all into one blockbuster experience? 

ABS-CBN’s licensing, merchandising, and theme park teams, along with Grit Design, collaborated with Design For Tomorrow to create a logo and branding to realize this vision. DFT devised the customer journey mapping, brand experience design, brand touchpoints applications, wayfinding system, and environment graphics, expanding to sectional and thematic branding as well.

A logo that encapsulates the experience of going behind the scenes connotes that one takes hold of the camera, essentially “seeing and capturing the television moment” as they enter the spaces. “Lights, Camera, Action!” sets the studio’s theme, with the RGB brand colors reference the graphic language of television as well as the logo of ABS-CBN itself set within the themed spaces’ sectional branding. The tri-color coding system is incorporated in the navigation and wayfinding system, becoming a demarcation for the 3 distinct space clusters. Then, a visual language that simulates actual studio and theater elements such as marquee lights was incorporated to echo the fantasy further. 

The ABS-CBN Studio Experience wasn’t only an opportunity to enhance the customer brand experience for the network, but a physical retail opportunity as well to promote and sell ABS-CBN and the respective shows’ branded merchandise.

Completing the task is the brand application guidelines to guide a consistent application of the brand identity across all communication platforms and touchpoints.

The simulation of live studio production, the immersive “backstage” experience, and the excitement of being in a place that was once only seen on TV are all made tangible and emotional with a special place where wonder and interactivity intersects, bringing ABS-CBN closer to its viewers’ hearts.

Studio Experience Store Banner 1
Studio Experience Store Banner 2
ABS-CBN Studio Experience branding design
Studio Experience Store Banner 3
ABS-CBN Studio Experience signage in situ
Studio Experience Store Storefront Facade
Environment graphics
Studio Experience Store Wayfinding Design Map
Theme section schematics and experiential mapping
Studio Experience Store Icons
Custom icon design
Studio Experience Store Wayfinding Design Signage 3
Signage design and schematics
Studio Experience Store Wayfinding Design Signage 4
Wayfinding signage design
Studio Experience Store Wayfinding Design Signage 5
Typography guidelines
Studio Experience Store Wayfinding Design Signage 1
Design application guidelines
Studio Experience Store Wayfinding Design Signage 2
Signage design
Full wayfinding and signage schematics
Studio Experience Store Attractions Logo Design
Sectional and activity branding
Studio Experience Store Attraction ARX
Logo design for the ARX section
Studio Experience Store Attraction Celebrity Calling
Logo and environmental design for Celebrity Calling
Studio Experience Store Collaterals 2
Logo application design on merchandising

Client ABS-CBN Broadcasting / Karen Eve Coloma Head of Licensing; Mark Coloma Project Head, Rides and Attractions; Cookie Bartolome Head of Integrated Marketing and Customer Experience

Industry Media, Design, Art, Culture, & Creative Industries Discipline Art Direction, Design, Branding, Experience, Strategy Location Philippines

Creative & Strategy Director Ric Gindap Art Directors Marlon Lacanilao, Bonnapart Galeng, Elizabeth Teotico Logo Designer Ma. Cecilia Inocencio Environmental Graphics Designer Patricia Ibañez Identity & Application Designers Marlon Lacanilao, Elizabeth Teotico, Israel Contreras, Rashina Tuazon, Shintaro Lopez, Patricia Ibañez, Ma. Cecilia Inocencio Collaborators (3D Design) Kervin Pasco Photography Jar Concengco Architecture, Interior, and Retail Design GRiT Design Studio Account Managers Bernadette Lindres, Lorenzo Fresnoza