PlatteTV had outgrown its functional name. And because the brand recognition was relatively small, there was room to undergo a thorough facelift. After completion of the brand strategy and deciding the new name: HelloTV. It was time to design.

Based on the briefing I distilled 3 important identity goals for a successful branding:

1. Conversation: Real conversations takes place at many touch points throughout the customer journey. That has been the main USP of PlatteTV and that will remain under the new name. The dynamics of a conversation and humanity are therefore important and need to be reflected.

2. Quick recognition: To stand out among other (sometimes larger) retailers, it is important to develop a corporate identity that offers quick recognizability to potential customers even with less media buy in.

3. Flexible: In some cases the brands they sell, want to promote a certain product, therefore the brand decides want kind of images will be used (product photo, lifestyle photo, artwork or a combination). So to be able to deliver a good lay-out with different kinds of input, the identity must be flexible.

How are the identity goals visualized in the HelloTV identity. 

Based on the briefing I distilled 3 important identity functionalities for a successful branding:

1. Conversation: Of course the speech bubble in the logo finds its origin here. Less prominent is the playful character and the focus on round shapes in the identity. They reflect the dynamic and organic character of people and conversations.

2. Quick recognition: By strict guidelines to enforce the right balance of black vs yellow, the identity can vary from classy to loud. In addition, the speech bubble from the logo can be used in a modified form as a carrier of the headline. This gives the speech bubble, after having seen it a few times, a strong association with the brand.

3. Flexible: Due to the option of positioning the image in a circle, a fitting lay-out can always be created. In addition, the gradations of the Hello Studio offers an attractive, almost luxurious setting for products in all kinds of angles and combinations.

The implementation of the rebranding was executed in 2 phases.

Phase 1: rebranding the existing communication; stores (signing & window communication), website and mailing.

Phase 2: multiple online campaigns and a big introduction campaign; television commercial, OOH, DOOH, and online (banners & social media).

Last but not least. A big special thanks to Joost Steinhoff & Erik-Jan Koense.