Red Bee Media re-brands ERT
A new identity is unveiled across Greek Public Service Broadcaster ERT's three terrestrial channels.
Red Bee Media has created a new identity for the Greek Public Service Broadcaster ERT (written EPT in Greek), the first television network in Greece. The re-design embraces NET, ET1 and EPT3, three of the seven major terrestrial channels in Greece. The re-brand is due to launch on June 7th.
The challenge for Red Bee Media was to help ERT leverage their unique brand heritage across all media platforms driving credit back to the network whilst ensuring that each channel in the portfolio has a its own unique personality, positioning them to compete effectively in the increasingly fragmented Greek media market.
Based on extensive audience research Red Bee Media devised a new brand strategy for the ERT network around a central positioning of ‘intelligent entertainment’ - helping to set them apart from the competition and cementing ERT as a key player in the Greek media landscape.
As well as creating individual identities for NET, ET1 and EPT3, Red Bee Media has developed two new content brands – ERT News and ERT Sport, both designed to work consistently across all three channels. Red Bee Media has also evolved and modernised the iconic ERT corporate logo, which now works coherently across the network as an endorsement of great content coming from Greece’s oldest and most-trusted broadcaster.
This is the first time that ERT has worked with an external agency on such a project. They chose Red Bee Media because of their detailed knowledge of the Greek media market and extensive experience with European broadcasters.
Jeff Conrad, Head of Design at Red Bee Media, said: “We were honoured to be chosen to work with ERT based on our substantial experience of working with European broadcasters and specifically our understanding of the very unique Greek media market. With this multi-platform re-design, ERT positions itself as not only a broadcaster of choice that is trusted and reliable, but its new, modern identity will help return it to the forefront of Greek broadcasting.”
Ursula Capell, Senior Account Director at Red Bee Media commented: “We created the brand structure within ERT and created a family of brands, endorsed by ERT. All the platform brands and content brands within the ERT ‘Family’ have their own distinct look and feel. The consistency across the network comes form the new design of the channel logos which, for the first time, all look like they come from the same place.”