As promised, we go from Australia- back to South America, where multi-channel player Globosat has recently revealed a new look for its female leaning channel GNT. For those of you unfamiliar with Rio De Janeiro-based Globosat: it has 29 channels and it leads the Brazilian pay-TV market with an estimated audience comprised of 16.5 million viewers distributed among more than 4.8 million households in the country.
GNT, which launched originally in 1991, has recently adopted a new programming strategy, a result of a comprehensive research survey of the target demo covering interest areas including “interior design, motherhood, and relationships”.
With net positive numbers year on year, the channel faced a heap of a challenge: improve on the previous “clean and elegant” rebrand from 2008 with a new identity targeting the “new, modern Brazilian woman”.
The brief (and I’m translating roughly here): “The rebrand needs consider the new modern woman’s attitude and her concerns about relationships, motherhood, career, fashion and a healthy lifestyle.”
The design elements and initial branding concepts were a result of a comprehensive design review and visual research, including a number of television & media branding specific blogs (/cough). The elements were based roughly on 5 personas built from results from the research survey, fused with new profiles provided by programming and strategy executives at the network.
In addition to a comprehensive on-air redesign, the GNT logo was refreshed to fit more effectively with new integrated multi-platform campaigns being planned by the channel. A very special thanks to the team at Globosat/GNT for engaging me, and an extra thanks to GNT’s Ricardo Moyano for dealing with my hectic schedule.