Discovery Networks Norway

A new portfolio strategy and network design system.

When Discovery acquired Nordic broadcast network SBS it brought with it a few challenges. The Norwegian press reported the news harshly, leaving audiences with a negative impression of both brands and the motives for the union. Internally, the joint portfolio of channel brands was unclear and there was a general lack of focus in what the network brand stood for.

We were tasked with creating a coherent brand architecture for the newly merged company and a design system to bring the masterbrand to life.

We kicked off the process with a brand workshop to really get under the skin of the issues faced by the newly merged marketing teams. This was then followed-up by a series of interviews with senior stakeholders to agree core issues and to develop a working hypothesis for organisational structure and the brand’s values.

This result was agreement of an overarching positioning (‘discover the most complete world of entertainment’) and an outline network brand hierarchy.


"Red Bee have been fantastic partners. Their strategic thinking, creative development and collaborative approach has been invaluable."

Rebecca Rormark, Discovery Networks Norway