ESC (AL MASRIYA) is the Egyptian Satellite Channel of ERTU (the Egyptian Radio and Television Union) for the satellite market at home and abroad. The redesign of ESC was part of the rebranding project of ERTU’s three main channels. The personality of ESC is classic, timeless, natural, it represents the spirit of Egypt. The idents show tranquil snapshots of particular places in Egypt. They create strong patriotic feelings among the viewers. The triangle as a design element, derived from the pyramid, impresses itself like a graphic stamp throughout the scenes. The idents have been very successful with a very high level of audience identification. We also had the chance to get to know a wonderful country while filming there.