SBS has launched the identity of its new channel, SBS 2, with 16 to 39-year-old ‘hipsters’ being the focus of the relaunch campaign.

The rebranded channel, which made its debut this week, will focus on brand-led content, promising to be edgy, adventurous and fun, and connect audiences with the world.

SBS creative director, Nol Davis, hopes the new stations quirky image will resonate with its key demographic. “The creative for SBS 2 breaks new ground for media channel branding. It’s theatrical, bold, humorous and topical. It positions SBS 2 perfectly as a brand-led content provider,” he says.

“We set about making the brand creative for SBS 2 as engaging as the content. It’s designed to push boundaries and be thought provoking and entertaining for younger viewers,” David says.

The station has rolled out an advertising campaign that will run across print, in TimeOut and Frankie magazines, outdoor, radio and sbs.com.au.

The station has also launched a hefty social media contingent with dedicated YouTube, Twitter and Facebook pages, including a dedicated Facebook app, ‘First Fix’, which will allow viewers to access content prior to its broadcast date. The station’s Facebook page is already boasting over 1000 likes.

SBS director of marketing Helen Kellie is hoping the channel will also evoke discussions among its audience.

“We know SBS 2’s target audience to be passionate and informed, so social media will provide a home for them to chat and share their opinions about our content. And with that in mind, SBS 2 will talk back,” she says.

The new channel will include US cult comedy Community and Russell Howard’s Good News. SBS’s PopAsia 101 will also move to the new channel, which will also be the home of the first live free-to-air A-League matches later this year.

The launch of the new identity comes after last week’s announcement that Lion and KFC have signed up as brand partners for the relaunch.