Industry / Media
Mediating information and entertainment in the era of content explosion. The options for content and its consumption are at an all-time peak, and consumers are looking for reliable brands that provides them with a personalised offering.
Local media rises and engage with citizens based on origin and closeness.
Subscription models exceed and grow overcoming traditional television.
Audio and podcasts are preferred beneath younger audiences that did not consume traditional radio.
For industry players to stay relevant and become preferred, they need to carefully craft their experience.
The media and entertainment industry is leading transformation and so is the audiences’ behaviour. For industry players to stay relevant and become preferred, they need to carefully craft their experience. At Erretres, we have helped various big media and entertainment companies to shape this new paradigm. With a multitude of options available to consumers, some of the ways brands can establish themselves as the preferred choice for their audience are:
Global blockbusters like Money Heist or the Squid Game have demonstrated the power of branding to connect with diverse audiences.
Dynamic identity with appropriate positioning and design
Be it a large media business or one that is aimed at a particular niche, companies that wish to encompass a range of offerings need to transmit that variety to their audience.
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.
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.
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.
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