Media
The role of design in the media industry: from the product to the platform.
Industries
Our visions for media
Navigating the evolving landscape of information and entertainment in an era of content saturation. With an overwhelming number of platforms and formats, audiences seek brands that offer not just content, but curated, personalised, and meaningful experiences. In this dynamic environment, reliability, adaptability, and strategic design are essential in building strong media identities that connect with users and stand out in a competitive market.
Trends
Hyperlocal content is gaining traction as audiences seek media that reflects their communities, values, and cultural identity. Local media outlets are thriving by building trust-based engagement and offering geo-targeted content that resonates with citizens on a more personal level.
The dominance of subscription-driven platforms continues to reshape the industry, surpassing traditional television in audience retention and revenue. Streaming services, personalised content bundles, and AI-driven recommendations are redefining how consumers engage with media, prioritizing flexibility and ad-free experiences.
While traditional radio fades among younger demographics, podcasts and digital audio platforms have surged in popularity. The demand for on-the-go, niche, and long-form storytelling has led to the expansion of exclusive podcast networks, interactive audio formats, and AI-personalised listening experiences, transforming how content is consumed in the digital age.
Social platforms continue to redefine how news is consumed, with real-time reporting, user-generated content, and influencer-driven journalism shaping public discourse. As media brands adapt, the challenge lies in balancing credibility, speed, and engagement in a rapidly evolving information ecosystem.
As audiences demand more engaging content, augmented and virtual reality are expanding the possibilities of storytelling. From interactive documentaries to VR-powered news experiences, immersive media is reshaping audience interaction, driving deeper engagement, and expanding digital monetization opportunities.
Consumers are increasingly aware of the environmental and ethical impact of media production. Media companies are being held accountable for their carbon footprint, ethical advertising practices, and diversity in storytelling, prompting a shift toward more sustainable and responsible media ecosystems.
For industry players to stay relevant and become preferred, they need to carefully craft their experience.
Learnings
The media and entertainment industry is at the forefront of transformation, with audience behavior evolving faster than ever. As technology reshapes how content is created, distributed, and consumed, media brands must adapt, innovate, and craft meaningful experiences to stay ahead.
At Erretres, we have collaborated with leading media and entertainment companies to help define this new landscape, building brand identities, digital experiences, and strategic content ecosystems that resonate with today’s audiences. In a world where consumers have endless choices, brands that thrive are those that create differentiated, seamless, and engaging experiences.
Some of the key ways media brands can position themselves as the preferred choice include:
Global blockbusters like Money Heist or the Squid Game have demonstrated the power of branding to connect with diverse audiences.
Our expertise
in Media
A new identity to
connect a brand
with its audience.
Creating a production
company for Movistar+
and AtresMedia.
Building a dance
movement for a global
TV series by Movistar+.
Implementing the new visual
identity of Movistar+
biggest paid TV provider.
Organizing the brand
portfolio of a prestigious
media conglomerate.
A new identity to
connect a brand
with its audience.
Creating a production
company for Movistar+
and AtresMedia.
Building a dance
movement for a global
TV series by Movistar+.
Implementing the new visual
identity of Movistar+
biggest paid TV provider.
Organizing the brand
portfolio of a prestigious
media conglomerate.
A new identity to
connect a brand
with its audience.
Creating a production
company for Movistar+
and AtresMedia.
Building a dance
movement for a global
TV series by Movistar+.
Implementing the new visual
identity of Movistar+
biggest paid TV provider.
Organizing the brand
portfolio of a prestigious
media conglomerate.
Dynamic identity with appropriate positioning and design
For the dance TV show, Fama a Bailar by Movistar+, the logotype is flexible enough to reflect the different styles of dance that the show promotes.
The TV news channel by El País, El País Vídeo, needed versatile design resources to represent its various segments and ever-changing content, but still staying true to the original mother brand.
Canal+ has a wide variety of content and, correspondingly, a diverse audience. To include both of these factors in the brand identity, we employed a dynamic visual system of fluid graphic elements and multiple colours.
For Antena 3, we redefined its brand identity for its 35th anniversary, creating a modern, motion-driven system inspired by the concept of a town square as a hub where audiences explore diverse content. We refined the logo, typography, and colour palette to ensure cohesion across digital, on-air, and social platforms, strengthening Antena 3’s position in an evolving media landscape.
For The Mediapro Studio, we developed a comprehensive graphic system to standardise and enhance its global presence. This included logo refinements for different markets, a structured line system for content integration, and a design manual, ensuring brand consistency across platforms while reinforcing its leadership in audiovisual production.
Involving the users to augment the brand’s proposition
Media, especially entertainment, gives people something with which they can identify themselves. Their relationship with the content does not end with the consumption itself, as they look to proactively build on the experience by engaging in conversations and forming like-minded communities.
To build a brand identity for Canal+, we put people and their associations with the platform’s content at its centre. By incorporating their conversations into the brand’s communications, we gave a voice to its audience.
For El País’ Librotea, we designed the digital product to include the ability to interact with other members who are reading the books of their interests and build engaging communities around shared tastes.
For TMS Live 2023, the flagship event by The Mediapro Studio, we created a bold and immersive identity around the theme “Crear es Creer” (Creating is Believing). This concept reflected the duality between creativity and belief, visualised through a pulsating red circle resembling a beating heart. The identity was applied across stage visuals, signage, branding, merchandise, and digital elements, ensuring an interactive and engaging experience that connected attendees with the creative process.
Content curation that frames the brand as a mediator
It is becoming increasingly confusing for people to navigate the flooded media landscape. Consumers expect the money and – even more so – the time invested in the content to be worth it. Brands that establish themselves as a conduit for relevant content and serendipitous discovery can build trust and authority.
Our proposal and product design for Librotea prominently integrated book recommendations by experts within the bookstore platform to help readers navigate and choose their next book to read.
The positioning for El País was based on the concept of the brand as a window through which we view the world around us. This window would act as a filter to display relevant and important information.
Consumers of content seek variety in the service they subscribe to. This variety needs to be reflected in the brand itself, and in the form of an identity that embodies dynamism.
The digital age has turned everyone into a potential mini-media company of their own, and the rise of user-generated content is testimony to this. Treating them as a ‘partner’ can help to foster brand loyalty.
Having a huge number of options for content can be an overload, and users need a reliable gatekeeper who can select, recommend, and even produce content for them. Players can fulfil this need by acting as a moderator for hand-picked quality content.
Consumers of content seek variety in the service they subscribe to. This variety needs to be reflected in the brand itself, and in the form of an identity that embodies dynamism.
The digital age has turned everyone into a potential mini-media company of their own, and the rise of user-generated content is testimony to this. Treating them as a ‘partner’ can help to foster brand loyalty.
Having a huge number of options for content can be an overload, and users need a reliable gatekeeper who can select, recommend, and even produce content for them. Players can fulfil this need by acting as a moderator for hand-picked quality content.
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Our expertise
in other industries
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Hi! I’m Ollie, let’s talk!
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