The Flemish public service broadcaster VRT commissioned Red Bee Media after a creative- and credentials-led pitch in November 2009. The consultancy was chosen because of its fresh approach to the brief, says VRT marketing manager Peter Claes.
Red Bee Media was briefed to refresh the Ketnet’s on-screen identity by moving away from traditional idents to a model that could be updated inexpensively.
The idents created by Red Bee Media feature Ketnet’s distinctive K-shaped logo in a variety of animated situations, including China and the future. The idents, which launch later this month, can be infinitely refreshed using drawings sent in by the channel’s young viewers.
Red Bee Media creative director Ian Wormleighton says, ‘There’s not just the financial benefits of creating easily updateable idents. It gets the children really involved and gives them ownership of the brand.’
For more on animated brand identities see Anna Richardson’s feature Logomotion in this week’s Design Week (issue dated 6 May).