Creating a complete new identity to connect the brand with its audience. Quality, originality and ambition have always been concepts very close to Canal +. We wanted to bring these concepts closer to its users by making them protagonists. Where and whenever you want.
CANAL+ Spain, the pay television satellite network, is a brand that has evolved into a worldwide reference for quality, originality, and ambition in terms of content. Its commitment to technology has made it possible to bring this product to any time and place, “where and whenever you want”, thereby creating an intense and personalized experience.
Premio BID’14 Bienal Iberoamericana de Diseño.
Pencil D&AD Awards. Branding Schemes / Large Organizations.
The branding project developed by Erretres. The Strategic Design Company, faced the challenge of renewing the brand’s connection with its audience through a completely new identity. Its objective is to transmit the differential experience enjoyed by CANAL+ users, through their own points of view.
This project is rooted in the need to take this platform’s five million users and place them at its core, making them its protagonists.
The project includes the development of the corporate strategy, brand architecture, communication tone, and visual identity, as well as the implementation of the above throughout different services and products. This implies a profound change in the company’s corporate culture, made possible through a disruptive project that was internally given the code name “the erretres project”.
Erretres worked for nearly a year on this, developing a 360º branding project that includes: core elements, broadcast identity, website, and online presence, above and below the line advertising, internal and external communication, social networks, corporate graphics, media and events, retail spaces, vehicles, packaging, merchandising, etc.
The on-air identity of the TV platform was developed by the company Plenty based in Erretres’ brand guidelines. Below are many examples of applications developed by Plenty and the design department of Canal+.
The advertising guidelines and tone of communication put the focus on the users and the experience they are living with Canal+ instead of the contents.
Erretres developed the guidelines for the new website, newsletters, social media and TV menus and guides.
The corporate elements included letterhead, internal communications, merchandising, vehicles and environmental applications such as retail and corporate headquarters.
Press books, trade brochures and other pieces put the focus in the user presenting the product in a renovated way.
In the packaging, we used one of the typographic resources used in the identity, speech balloons, to emphasize the most important contents.