Creating the strategic vision for Romanian broadcaster Antena in an evolving digital ecosystem, to guide the future evolution of brand, the business and clarify it’s purpose going forward.
We were invited to work with the Antena senior leadership team, through a series of workshops, to develop a frame work for potential digital services and products to define potential benefits to the business and brand for Antena’s future into 2030 and beyond.
We left them with a guiding vision that summarised the overall benefits of the proposed frame work and reflected and built on Antena’s brands strengths.
Antena as creator brand, ensuring attribution deeper and wider
A consistent approach that is simple and clear for all consumers.
Establishes a definitive search engine term (antena) for channels, themes and content brands.
More presence for brand in promos.
Content can not be misattributed, it becomes unmistakably antena, which raises prominence on all touchpoints.
An information system designed to deliver the endorsed architecture
Our design concept, Antena endorser tab, is a unique and flexible application of the brand that can be applied across platforms
Strategy Associate | James Quayle