We were appointed to re-brand the ERT network in Greece, the first time the public service broadcaster has worked with an external agency on such a project.
The Challenge
ERT network, the public service broadcaster in Greece, is well-loved by the Greek people yet was in need of modernising. ERT is comprised of three state channels, ET1, NET and ET3, as well as the content brands ERT Sport and ERT News which broadcast on any of the three channels. The challenge was to build on the network’s heritage while embracing the 21st century and allowing young and old alike to develop an emotional engagement with the network.
The Solution
We started by hosting workshops with key stakeholders to analyse the ERT family of brands. Following our research, we distilled the network’s brand essence into a single brand statement: “Intelligent Entertainment.” Red Bee Media’s team of branding experts recommended a new endorsement-based brand model whereby the value from each ERT touchpoint is driven back to the master brand, ERT. With the network’s strategy and architecture established, Red Bee Media developed distinct brand propositions for each of the three main channel brands whilst ensuring brand consistency throughout the network. From flagship, populist NET to charming local content on ET3 to emotive and cultural programming on ET1, we conveyed the personality of each channel to help determine future programming schedules and position them in an increasingly fragmented media market. Furthermore, ERT Sport and ERT News were re- designed as cross-platform content brands that would allow cross-promotion across the network of channels.
The Result
Red Bee Media developed brand logos and identities across the entire portfolio for use on-air and off-air in press, web and corporate branding. In addition, we developed and produced over 20 channel idents and title sequences across the network.