| Horse & Country - H&C
2010 REBRAND 100 Review List
Industry: Media and Broadcasting, Internet
Enterprise Rebrand
Country Base: UK
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Horse & Country TV (H&C) is a Sky television channel in the UK and available internationally via the Web. H&C's audiences include equestrian, country enthusiasts, agricultural and livestock business communities. The channel prides itself on producing a community-spirited, passionate approach to equestrian and country activities and interests, for a wide range of viewers.
Challenge - The brand consisted of two properties, a television channel and a website. The relationship between them lacked balance, and programming and brand positioning lacked focus and consistent messaging. Likewise, the website had no function beyond channel promotion. We worked with H&C to re-balance this relationship. Now, the television channel supports a more integrated promotional model to drive traffic to the website. The website extends content from the TV to serve discrete communities more fully, grow audience numbers, and drive revenue generation.
Strategy - With proven experience developing brands across multiple channels and designing user experiences related to video on demand, [we] developed a strong, bold mark that references the core brand values of authenticity, strength and passion.
As part of the brand's repositioning, the name was changed from HCTV to H&C – a more adaptable, engaging name that speaks to the brand’s numerous audiences – online and on TV. The renaming allowed the creation of a unified logomark from the H&C elements, a simple form for static and animated applications. We developed treatments of the brand for marketing, print, events and animation.
Result - The increased importance of the website provided new, greater opportunities for monetization of the brand. Method collaborated with H&C on ways the website could support sponsorship, online advertising, and e-commerce. We worked with the product and technical development teams to bring the site to market as quickly as possible and deliver returns on investment.
Credits:
Client: Horse & Country - H&C - www.horseandcountry.tv
Brand Strategists/Designers: Method - www.method.com
Project Manager: Stephanie Curran
Designer: LA Hall
Senior Art Director: Philip O'Dwyer
Principle, Client Services: Daniel Lewington
Program Manager: Narguess Noshirvani
Director, User Experience: Fabien Birgfeld
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