Romanian Public Television TVR
Turn-around and revitalization of a venerable media institution
The Romanian Public Television (TVR) — an institution with substantial visibility and influence and a key instrument in shaping the nation’s image — required a robust brand underpinned by solid organizational values, a precise strategy, and a memorable, practical visual identity.
Over roughly eighteen months, Brandient engaged with TVR, providing brand consulting and auditing, establishing the strategic brand platform, crafting brand slogans, designing identity applications, and devising an internal branding program.
The brand audit pointed to a clear opportunity: an institution with enormous reach and recognition that could turn that presence into genuine preference, and unify a corporate identity then spread across four channels. Brandient worked at the level of brand architecture rather than the logos themselves, establishing shared rules of identity and a clear relationship between the corporate umbrella and the individual channels — an endorsed architecture under a single corporate umbrella, with a clear positioning promise and a corporate vision built around helping Romanians everywhere enrich their life experience through a distinctive mix of information, knowledge, culture and entertainment.
Within that umbrella, each channel was given a deliberately distinct positioning axis so the portfolio could read as one coherent family while still differentiating clearly: the flagship channel anchored to contemporary society and a forward-looking idea; the second channel to the individual and a celebration of everyday life; the cultural channel to its highbrow product; and the international channel to Romanians living abroad. Brandient defined the criteria for differentiation and voice that identified each channel, and in parallel ran seminars, workshops, and brand-engagement sessions to rejuvenate and start the transformation of the internal brand.
Following the guidelines Brandient set in the international tender, the winning agency — English&Pockett of London — created the core visual identity and its motion-graphics deployment. Brandient then carried that identity into the rest of the institution: the graphic platform and brand rhetoric, and the everyday applications a broadcaster runs on, from corporate stationery and the internal magazine to signage across the organization.
Client:
TVR (Romanian Public Television)
Industry:
Sports, Media and Entertainment • National Identity Programs
Year:
2003
Services:
Brand Audit, Brand Positioning, Brand and Portfolio Architecture, Logo and Visual Identity Program, Communication Design, Brand Guidelines.
; Brand Name, Narratives and Voice
EVP and Employee Brand Engagement
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