Cross media identity for the re-launch of Japanese channel TV Asahi. After creating the core branding, it was made to “live and breathe” by having the visual elements generate from live sound input at locations throughout Japan. This creates an ever changing aural signature broadcast live 24 hours a day. The dynamic logo was then applied across a range of physical and virtual spaces, from idents, outdoor and print to signage, furniture and coffee cups. In doing so, the brand is always “alive” through a strategy of similarity and difference.