RTÉ (Radio Telefis Eireann), Ireland's Public Service Broadcaster, needed a new identity for its flagship channel RTE 1. The brief was to reflect the channel's role in building bonds across the broader Irish tradition and to express its pivotal position in Irish life.

At the heart of the creative challenge was the need to express Ireland's strong heritage as well as the contemporary, forward-looking society of Ireland today.

Our central thought was to use rhythm as a linking device, bringing together the disparate elements of a diverse culture, whilst celebrating the invisible ties between the Irish people.

We created 12 new idents, each reflecting a different aspect of Irish life and each with its own distinctive rhythm and movement.

The on-screen graphics look was updated to a clean, modern style, offering viewers more information, in a dynamic yet easily digestible way.

"We are delighted with the level of cooperation and standard of work Red Bee Media have delivered on the new look for RTE1." Jim Booth, Head of Promotions, RTE One