Corus Entertainment has invested in a rebranding for W Network, aiming to give a more polished feel to its female-targeted channel.

Starting Jan. 5, the network will be rolling out the new look and feel for its on-air promotions, which will focus on the relationships between the channel’s on-air personalities and its viewers.

The new identity, designed by Los Angeles-based agency Troika, highlights the hosts of the channel’s shows, like Love it or List it Vancouver hosts Jillian Harris and Todd Talbot and Drew and Jonathan Scott from The Property Brothers. 

The W Network had 8.2 million subscribers and $61.2 million in national advertising revenue in 2013, according to numbers from the CRTC. This rebrand comes ahead of the estimated early-2015 ruling from the CRTC on pick-and-pay channel packaging, which is poised to significantly disrupt the specialty industry.

Leading up to January, the channel is promoting the soon-to-be-launched Say Yes to the Dress Canada with a multi-platform campaign that aims to connect with women.

Creative for the campaign centres on a bride with some stereotypically Canadian wardrobe choices, namely red winter boots and a maple leaf bouquet.

The campaign starts appearing today, with Cineplex pre-show placement over the holiday season, OOH advertising in Toronto and Vancouver, Facebook ads and digital ads on Brightroll and Google’s programmatic networks as well as TV and radio spots across Corus media properties.

In addition, the show’s production company Temple Street Productions will be at the National Bridal Show in Toronto from Jan. 23 to 25 at the Direct Energy Centre hosting a casting call for future potential seasons of the show.

Say Yes to the Dress Canada premieres on Wednesday Jan. 7 at 10 p.m. on W Network.