SBS reveals new brand positioning ‘a world of difference’

SBS has unveiled its new brand positioning ‘a world of difference, emphasising the organisation’s passion for diversity.

The broadcaster has also released a new promo which aims to reinforce SBS’s commitment to an inclusive and diverse society.

Sports commentator Lucy Zelić, Destination Falvour’s Adam Liaw and SBS World News reporter Janice Petersen all feature in television commercial.

The spot is airing across TV, online and social and was created by SBS’s in-house team and creative agency Joy.

Jane Palfreyman, director of marketing at SBS, said in a statement: “As we’ve grown up as a nation, so too has SBS, speaking to and representing all Australians.

“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 change follows SBS’s move to the “join in” tagline in 2014, which replaced “seven billion stories and counting”. Before that, SBS’s tagline was “six billion stories and counting”, and was updated in 2011 when the world’s population reached 7bn.


  • 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

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