Following last week’s part 1 article, here’s a video case study of France 4’s latest rebrand. In it, we take a look at the reasons behind the review (lack of image), rebrand objectives (assert France 4’s iconoclast dimension within the FTV group, create a clear, impactful, and eminent personality) and solution (apply an offside visual dimension throughout the channel’s on and off-air identity, market programs as events, creation of new on-air space). Special thanks to my friends over at France 4 and Paris-based agency Les Télécréateurs for access and letting me share this with you all.
Following yesterday’s highlight on National Geographic Channel, we go full circle and share some breaking brand work from Discovery Networks Western Europe/Discovery Channel with Animal Planet’s (UK) 2012 refresh. Celebrating the launch of the new HD simulcast for Animal Planet, the creative strategy behind the on-air refresh was “intended to give the brand a more confident and distinctive tone of voice, resonating with its audience, and linking the brand with it’s content”.
Four unique worlds were crafted in which the inhabitants could interact with their surroundings. Animals are the stars of the show, expressing their natural personality in their respective, stylised environment. The logo is integrated in the environment where the animal action takes place.The look and feel were inspired by origami and paper craft. The refresh was led by the team at Discovery UK Creative in conjunction with London-based Double G Studios.
“Animal planet is all about Animals, wild and domestic,” explains Federico Gaggio, VP, Executive Creative Director, Discovery Networks UK & Western Europe. “The channel’s primary audience are adults, in particular adult women, who have a passion for animals. At times they watch with their kids or as a family. To reconnect them with our programmes we created small worlds (Animal Planets), where iconic animals display their natural charm and quirky behaviour, which makes them endearing to us.”
National Geographic Channel has begun rolling out the much anticipated global rebrand under the new positioning “This is who we are”. The campaign and new look (which rolls out in key international markets) aims to help viewers connect to the legacy of Nat Geo’s daring and passionate explorers. Enjoy.
Over 70% of you (see earlier poll) wanted to see more of UKTV flagship entertainment channel Watch’s latest rebrand. So here you go…
*Update: Replaced with higher resolution video
Watch 2012 Rebrand
Watch’s new positioning that “explores the extraordinary” debuts over the coming weeks on-air with a refreshed identity led by London agency DixonBaxi, including a new logo, idents (production by Analog), promo toolkit and new OSP (produced by the team at Beautiful), with sound design by Massive Music (the London team that throws some sweet parties).
Here’s your first look at public service broadcaster France 4’s comprehensive on & off-air rebrand. The challenge? France 4’s messaging to it’s core target group of 15-34 lacked clarity and distinction within France Television Group (FTV). While programming was largely entertainment based, the identity didn’t reflect the heartbeat of the channel.
1) Assert France 4’s iconoclast dimension within the FTV group.
2) Create a clear, impactful, and eminent new personality for the channel
Special thanks to my friends at France 4 and Paris-based agency Les Télécréateurs who led the design and creative. Part II which includes idents, bumpers, and a 5 minute video case study of the brand solution comes next week. You can always follow me on @dennytu for the latest. Enjoy.
Two countries, two big events, distinct audiences and two very different approaches to promoting the flagship brands through talent-led image spots. America’s peacock network recently revealed a 4-minute long promo during the NBC Super Bowl pre-game show, teased by a sweet little vignette featuring the cast of 30 Rock, leading into a montage of over 100 faces from across the network. Across the pond, BBC One asks you to consider yourself one of us, with Graham Norton at the piano and everyone from Doctor Who to Brucey chiming in during Christmas.
Both channels know the strength of the much loved and familiar faces that grace their screens, but how they approach packaging the spots is an interesting distinction.
Would like to know what you think- share your comments below. Which spot is more effective and why? Which do you like more?
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