RENAULT TV IDENTS by Lambie-nairn, THE NEIGHBOURHOOD for Renault

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RENAULT TV IDENTS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United Kingdom
Agency Lambie-nairn
Creative Director Sophie Lutman, Jon Humphreys
Producer Cailie Dimmock, Sarah Edmonson
Agency THE NEIGHBOURHOOD
Released December 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: PUBLICIS ENTERTAINMENT/RENAULT
Product/Service: RENAULT TV
Agency: LAMBIE-NAIRN
Agency: THE NEIGHBOURHOOD
Date of First Appearance: Dec 2 2009 12:00AM
Entrant Company: LAMBIE-NAIRN, London, UNITED KINGDOM
Creative Director: Sophie Lutman (Lambie-Nairn)
Senior Designer: Sue Robertson (Lambie-Nairn)
Senior Designer: David Stockfis (Lambie-Nairn)
Senior Client Manager: Adam Poole (Lambie-Nairn)
Producer: Cailie Dimmock (Lambie-Nairn)
Producer: Sarah Edmonson (The Neighbourhood)
Creative Director: Jon Humphreys (The Neighbourhood)
Executive Producer: Ben Davies (The Neighbourhood)
Media placement: TV Idents - On-Air TV Channel On SKY Guide 883 - 2 December 2009

Describe the challenges and key objectives
Aiming to entertain, inform and inspire – Renault TV offers a real window into the brand. The channel identity system needed to improve customers’ experience of the brand whilst positioning Renault as innovative, creative and fun. We were tasked with creating a homogenous idea that could translate across a range of channels including mobile and 2D marcoms. A new logotype needed to be created that reflected Renault as moving forward. Whilst the overall structure for the on-screen graphics needed to translate to accommodate sub genes within the channel including the environment, beauty and safety.

Describe the brief from the client
Seeking to 'Drive the change' and take on the challenges of the future, Renault is the first car manufacturer to launch an international TV channel. Airing in the UK and France, the channel is an integral part of the company’s overarching marketing strategy. Content for the channel ranged from motor sport and test-drives to documentary, entertainment and syndicated content. As such, the channel was meant to appeal to as broad an audience as possible.

Describe how you arrived at the final design
We created an animated Renault world, where anything is possible. Core to the identity is a dynamic, winding yellow road. This metaphor for the much-loved brand journeys through the Renault world, which is full of engaging surprises, unexpected encounters and the surreal. Bespoke assets such as stop frame people, 3D objects including blooming flowers, bees, deer and polar bears were added, bringing the personality of the Renault brand to life and giving a different tone to each ident. The clean, animated channel identity reflects the real sense of modern chic that is synonymous with the car brand.

Give some indication of how successful the outcome was in the market
Renault TV builds on the success of www.renault.tv launched in March 2009. Audience ratings are growing for Renault’s web TV channel, www.renault.tv, available in French and English. With an average visit time of 15 minutes, it rivals with the best video program sites on the Internet (compared with 20 minutes for BBC iPlayer). “Renault is the first automobile manufacturer to launch a television channel on Sky, Canalsat and the Internet,” said Patrick Fourniol, Renault’s Communication Marketing Director. “With a potential audience of nearly 30 million people, Renault TV is a real opportunity to broaden our target.”