Project Overview
The way in which major advertisers (and their media agencies) choose to engage with top tier media companies is changing. In a highly fragmented media space, advertisers are increasingly open to brand building ideas created and aggregated by media owners across multiple platforms, to surround target customers with relevant brand messaging across the day parts.
Network Ten and it’s partners Eye Corp Outdoor, DMG Radio Australia formed a cross platform consortium called Connect which required a differentiated and powerful brand strategy and identity
Project Commissioner
Project Creator
Team
Wayde Bull - Consultant;
Aimee Hammett - Account Manager;
Darren Swain - Creative Director;
Martin Hopkins - Design Director;
Agus Wijaya - Designer;
Hayden Matthys - Finished Artwork;
Creative Director- Simon Wright
Project Brief
Whilst advertiser response to the Connect offering had been initially positive, there was a long-term need for Ten and its partners to more effectively differentiate its aggregated sales offer from those headlined by the competition; to stand for something, and to deliver something – that’s both special and differentiated.
Project Need
In-depth interviews with major advertisers and agencies identified a need to develop Connect as genuine authority as the cross-media team that can best ‘move our tribe to action’. The aim of the strategy was to position Connect as the unbeatable cross platform solution for targeting the under 40 segment with its youthful orientated programming content.
The new brand identity was created to align with the strategy and brand idea of ‘we rattle the cage and ignite change’. It builds upon the spirited values and personality traits - We’re plugged in, We’re persuasive, We’re larger than life and we’re unafraid.
Boldly setting Connect apart from the competition, it creates fresh expectations
Design Challenge
Whilst advertiser response to the Connect offering had been initially positive, there was a long-term need for Ten and its partners to more effectively differentiate its aggregated sales offer from those headlined by the competition; to stand for something, and to deliver something – that’s both special and differentiated.
Sustainability
Created and produced in Australia using locally sourced materials and resource
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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