TV 2 is a commercial public broadcaster in Norway. TV 2 broadcasts live sports, news, and entertainment, including distribution of movies and series, both local and international.
A growing number of sub-brands, and a toolbox not developed for digital channels had led to a fragmented TV 2 identity.
Insight revealed that preference was falling, and the channel was associated with advertising and expensive streaming. All the positive associations for linear-TV and streaming services was owned by their competitors.
Our task was to strengthen the TV 2 brand and to position them as one common brand for all entertainment services, and modernized the visual profile for today’s and tomorrow’s platforms, making the consumers more willing to choose TV 2 when it comes to watch and stream TV.
The project was a total rebrand, including brand strategy, brand hierarchy, visual identity and design for all surfaces including art direction of idents.
Tell the jury about the art direction.
Norway is a complex nation, and TV 2 is the melting pot that unites and includes the Norwegian people. By uniting content, seeing each story from several perspectives, TV 2 gives Norway the stories that brings us together.
The identity reflects how TV 2 unites and balances these stories. Also inspired by the name the concept plays on 2 contrasts, 2 shapes and 2 sides, and how these can be combined and live together in everything. The logo is created as a unifier that brings and balances 2 worlds together into new experiences.
This story is taken into the brand idents. We art directed the CGI idents to be surreal, inspiring and unique They are all created as 2 worlds that through unification of the logo are merged into a new world. They are on purpose created in different in style, flexible in usage, and stand out between commercial breaks