Razorfish and Canadian Broadcasting Corporation Develop New Visual Identity for Canada's Public Broadcast Network

Business Wire, Sept 28, 2001

Business & Technology Editors

NEW YORK--(BUSINESS WIRE)--Sept. 28, 2001

Refreshed Look Aims to Rejuvenate Public Broadcasting in Canada

Razorfish, Inc. (NASDAQ: RAZF), the global digital solutions provider, and Canadian Broadcasting Corporation today announced the unveiling of a new visual identity package for Canada's national public television broadcasting network.

The new visual identity package includes a formal logo system for all applications, network ID's, graphic packaging, music, voice, and two tag lines that encapsulate the overall branding message for CBC Television and CBC Newsworld. Razorfish also developed the corresponding off-air collateral, including an image campaign for CBC Newsworld. The new look is scheduled to debut this Sunday, September 30.

"We were thrilled to redesign CBC's visual brand," said Kasumi Mihori, creative director at Razorfish. "It was a fantastic opportunity to work with one of the most recognized and cherished brands in Canada. Our design challenge was to build upon the existing CBC brand equity, yet make it contemporary from all aspects and develop a cohesive strategy that becomes the graphic architecture of everything to follow."

"We chose to work with Razorfish because of its experience in developing brand campaigns across multiple platforms and screens, particularly its award-winning work in the public broadcasting domain," said Diane Kenyon, Executive Director, English Communications. "After a seven-month on-site collaboration, we feel we came up with a new identity for CBC targeted to reflect the priorities and concerns of its viewers -- and for inviting participation, critique, and creativity to the collective experience of public television viewing."

The collaboration is part of CBC's effort to relaunch and reposition CBC Television, while increasing its perceived value to the daily lives of all Canadians. The visual identity package is one way to communicate this new brand through an impactful, on-air visual language intended to resonate with its viewers.

"The `Canada's Own' tagline we developed reflects what CBC is trying to accomplish with this re-branding campaign," said Anne Mullen, client partner at Razorfish. "CBC is Canada's national public broadcaster, providing a voice for the nation and reflecting the needs, concerns and desires of its citizens. This sentiment had to be encapsulated in the look and feel of the network."

This fall, CBC will have a new network package that encompasses entertainment, news, sports, and CBC Newsworld, a 24-hour cable channel, in addition to new packaging for its flagship news shows, The National and CBC News: Canada Now. The visual identity developed by Razorfish is intended to address not only the overall look and feel of CBC Television but to improve the on-air flow through the use of graphics.

Razorfish supervised the development, design, and creative production of the visual identity package at CBC's facilities in Toronto, including several post -production houses.

Razorfish's Media & Entertainment practice focuses on helping companies succeed through visionary solutions that reflect its clients' current strategies and long-term goals. Its understanding of established and emerging narrowband and broadband technologies enables it to develop and implement digital solutions that leverage its clients' content across multiple channels and many screens. Razorfish has demonstrated its vast experience and expertise in the area of broadcast network branding, including work completed for a variety of global media companies such as Fox, PBS, ARTE, ZDF, and NBC.

About CBC:

The Canadian Broadcasting Corporation, a crown corporation providing Canadians with a wide range of radio, television and Internet services, is Canada's national public broadcaster.

About Razorfish:

Founded in 1995, Razorfish is a global digital solutions provider that helps leading companies generate competitive value by leveraging the power of digital technology. From strategy and design to system integration, Razorfish provides clients with opportunities to increase their return on investment, enhance productivity, and maximize the value of their relationships with customers, employees, and partners. Razorfish is headquartered in New York and has offices in Amsterdam, Boston, Frankfurt, Hamburg, Los Angeles, Munich, New York, Oslo, San Francisco, Silicon Valley, Stockholm, and Tokyo. Recent Razorfish clients include Ford Motor Company, AstraZeneca, Deutsche Bank, Nissan-Europe, Panalpina, Sony Corporation, DirecTV, and HBO. For more information visit: www.razorfish.com.

Forward-Looking Statement Disclaimer:

This release contains, in addition to historical information, forward-looking statements, including, but not limited to, Razorfish's strategies and goals with respect to its structure and service offerings. We use words like "anticipates", "believes", "plans", "intends", "expects", "generates", "future" and similar expressions to identify forward-looking statements. Forward-looking statements are subject by their nature to risks and uncertainties, and actual results could differ materially from those set forth in the forward-looking statements. Typical risks and uncertainties include, but are not limited to, those related to the number and size of projects completed in a given period, integration of acquisitions, international and domestic economic conditions including, without limitation, interest rate and currency exchange rate fluctuations, changes in competition, our ability to manage growth and international operations effectively, retention of our professionals and other factors described from time to time in Razorfish's reports filed with the Securities Exchange Commission. In addition, we draw your attention to risk factors identified by Razorfish's 2000 Form 10-K filed with the Securities Exchange Commission on April 2, 2001 and its quarterly report on Form 10-Q, filed August 14, 2001. Any forward-looking statements are made pursuant to the Private Securities Litigation Reform Act of 1995 and, as such, speak only as of the date made. Razorfish is not undertaking to update any information in the foregoing reports until the effective date of its future reports required by the securities laws.