Hyper-reality and fantasy collide in our bold new identity package for public service broadcaster Nederland 3.
The idea that won us an international pitch was driven by Nederland 3’s big challenge; to engage a young and cosmopolitan audience in the channel’s innovative and increasingly interactive programming. This audience is notoriously hard to reach, are major users of mobile and online media and in Nederland 3’s case, also the target of major competitors like RTL4, Veronica, Nederland 1 and SB6.
Although recognised and well-liked, the channel’s existing logo was felt to be too distant. Tasked by the client to preserve the equity of the original design, we created within it a fantastical world of discovery; a vivid and colourful place that’s constantly unfolding and is packed with surprise. We called it Curiosithree.
Through a set of 18 idents and an on-screen presentation system we focus on core themes such as ‘Relationships’, ‘Girls Night Out’ and ‘Media’. These reflect channel programming as well as issues that affect the audience. And because we fuse 3D and 2D animations with real people and real elements with fantastical environments, the viewer always sees something new. Curiosithree also invaded the Nederland 3 website, with our designs creating a cohesive experience right across the brand.
Launched in April 2010, the new Nederland 3 identity was an instant hit with the audience:
“We had very high expectations of Red Bee because of their international reputation and of the winning idea – and they delivered an amazing result. Our new identity is very distinctive and the clever use of people cements the connection with our audience that was a key objective. Initial feedback from our research is exciting.“ Jeroen Kramers, Head of TV Marketing