For many years, KSCI-TV was a local broadcaster in Los Angeles featuring a wide range of international programming in multiple languages. The Asian programming was quite successful and a decision was made to embrace the large Asian culture in Los Angeles by making it the new focus of the channel.

Branding a channel that is local to Los Angeles, yet serving a diverse Asian community who are not native to the region, presented a challenge especially suited to TAG, given our experience launching channels throughout Asia. Initial research showed that the Mandarin, Korean and Filipino audiences had little in common with each other, except that they had made their homes in Los Angeles. TAG's goal was to make viewers of each culture feel at home on LA18.

TAG designed a new logo for the channel that helped embrace the various cultures. A graceful arc became the defining element in the logo that created balance and served as a graphic device throughout the channel packaging elements. The channel ID's blended beloved icons from each culture with well-known Los Angeles icons. A color palette for each audience was developed as a blocking device for each culture's programming. A bold news package was also designed for the evening Mandarin newscast.

Completing the transformation, TAG designed the channel's corporate identity materials and continues to create new elements for broadcast and print.