B1 is a national generalist TV station known for its equidistant position, offering programs for various categories of audiences. It presents different, even opposing aspects and views on life, enriching the everyday experience of the viewers.
Our work started with an extensive audit. Tens of employees from all hierarchical levels answered to a questionnaire, tens of business partners and audience representatives contributed to gathering valuable information so that we could have an overview of the internal and external brand perceptions and define the business vision and objectives of B1. Based on these, we proposed its positioning, mission and values.
The new identity of the television station was built on the concept of “being surprising”. The brand aims to offer an honest, assumed, relaxed image of reality. B1 is friendly, human and warm, creative, curious, fascinated by the spectacle of the world, full of energy, courageous. The station content – based on contrasts, presenting different perspectives and lifestyles – also supported this direction.
We articulated the new identity starting with an urban logo and a vivid palette of colors appealing to our active target (fresh green, warm grey and white). The new slogan (“same world, different perspective”) transmits in a clear and simple way the essence of the brand. B1 offers an uncut picture of the world, as its fascination resides in its diversity – so what makes the difference is how you look at it.
The on-screen communication package for B1 was meant to provide a coherent and modern look, easy to use and adjust each season by those working with it on a regular basis within the company.
We applied this new identity in corporate stationery and the external communication of the brand by making templates and various executions for press ads, outdoor, web banners, and developing a promo campaign for the new B1 and its programs in print.
Gradually, programs and shows, as well as the news anchor presenters and stars of the station were promoted in line with the new strategy of the station, both in terms of identity and communication message.
The last stage of the project consisted in designing the brand identity book, launching the B1 TV site, as well as rebranding the television station office in Calea Victoriei. Also, rebranding continued inside the company, people being an important vector for any service brand. The stars and all those working in B1 are the ones who give life day by day – through their decisions, attitude and effort – to the B1 brand.
