SBS brings audiences a world of difference

SBS has unveiled its new brand position, a world of difference, encouraging all Australians to embrace and celebrate difference, and reinforcing SBSs commitment to contributing to an inclusive society.Read the News Release here (PDF)

8 February 2019

News Release

SBS has unveiled its new brand position, a world of difference, encouraging all Australians to embrace and celebrate difference, and reinforcing SBS's commitment to contributing to an inclusive society.

Jane Palfreyman, Director of Marketing, SBS said: "As we've grown up as a nation, so too has SBS, speaking to and representing all Australians. Along the way, we've become one of the most trusted Australian brands and an ingrained part of this country's culture.

"Our new brand identity reflects SBS's evolution while beautifully articulating our fierce dedication to go beyond simply showcasing diversity to celebrating our collective differences. We want to live in the skin, walk in the shoes of others, because we believe it actually makes for better entertainment."

The new creative direction takes a more inclusive approach to addressing audiences, making SBS's diverse content offering instantly recognisable across television, radio and online. A fresh look and feel features a visual system of subtly moving layers combined with a colour palette inspired by the natural world.

The new SBS brand identity will roll out across the network tomorrow, just in time for Eurovision- Australia Decides, which will broadcast live Saturday 9 February, 7.30pm AEST from the Gold Coast.

A marketing campaign will introduce the new SBS brand position to audiences, reflecting SBS's proud heritage and encouraging Australians to explore the world through great entertainment. 

Featuring Janice Petersen from SBS World News, sports commentator Lucy Zeli? and Destination Flavour's Adam Liaw, the campaign highlights the network's distinctive offering across news, sport, drama, documentaries, food and languages. It will run across SBS's owned channels including television, online and social platforms.

The updated brand was developed and created internally by SBS.

View the campaign:

SBS a world of difference
SBS drama


Director of Marketing: Jane Palfreyman
Head of Creative: Joel Noble
Head of Group Marketing: Uma Oldham
Head of Publicity: Jo'an Papadopoulos
Creative Manager/Art Director: Kurtis Richmond
Creative Managers: Matt Coe, Oliver Holme, Derek Best
Head of Presentation & Promotions Planning: Chris Page
Lead Producer: Carley Edmonds
Project Executive Producer: Dillon Hicks
Channel Producers: Kirsty Turner, Kate Fenwick, Lara Parker
Motion Design Lead: Danny Jenkins
Designers: Jesse Dalton, Daniel Evans, Tim Haywood, Brad Chandler, Jason Morice, Juris Malasenkos, Sebastian Phillips, Ben Draisma, Vanessa Meagher, Madeline Dudley, Monica Silvio,
Production Coordinators: Brianna Lawrence, Samuel Wright, Lucy Fuggle, Marika Burdiek, Jessica Higgins
Creatives: Gen Graham, Jamie Benterman, Ben Rudman, Stephen Houteaus, Adrian Chiarella
Director: Gen Graham
Shoot Producer: Jo McNulty-Clark
DOP: Sam Collins
1st AD: Darin Berlin
Publicity: Navjot Kaur, Eva Pitarides
Style Department: Ali Carey, Alex Van Os, Leah Giblin (Assist), Amy Wonka (Assist)
Hair & Makeup: Rina Mico, Leah Taylor, Tina Hessell, Karina Farrugia, Steven Chau and Bek Russell
Audio & Mastering: Bruce Dale, Jeremy Wilmont, Alyn Mykas, Andrew Garcia
Promo Producers: Joe Kenny, Tamzin Langsford, Benjamin Jones
External Agency Strategy: Joy
Tone of Voice: The Definery - Greg Logan
External Agency Design: VANDAL
Creative Director - Richard Swan
Executive Producer: Anna Greensmith
Senior VFX Producer - Sarah Dicks
Lead Designer - Darrin Hanley
Senior Designers - Robert Dinnerville, Pete Nisnic, Gary Nicholson

Music Composition by Song Zu Sydney
Music Director: Ramesh Sathiah
Composer: Michael Edwards
Music Producer: Katrina Aquilia/Meg Drummond

About us: 
As Australia's most diverse broadcaster, SBS holds a unique place in the Australian media landscape, inspiring all Australians to explore, respect and celebrate our diverse world and in doing so, contributes to a cohesive society.

Today, SBS is a modern, multiplatform media organisation with four distinctive TV channels watched by more than 13 million Australians each month; an extensive radio service providing 68 communities with programs in their own language; and an innovative online presence. Visit