Summary:

Challenge - TVR - a high visibility and impact vector of Romania's national image – needed to overcome the negative equity of yesteryear.

Strategy - The scattered brand architecture was rebuilt under the TVR corporate brand, the channels were clearly positioned and the internal brand was strengthened. The external brand is supported by the new visual identity, graphic platform and brand rhetoric, expected to unify the organization's personality over time. “The image of your time” tagline captures the positioning of TVR, which is further demonstrated and supported by the offerings of its sub-brands.

Result - The re-branding created a precedent in Romania, proving that state-owned companies can reach standards similar to successful private companies.

Credits:

Client: Romanian Public Television Society - www.tvr.ro
CEO: Valentin Nicolau
Marketing Manager: Anca Gheorghe
Corporate Communication: Cristina Constantinescu

Brand Consultancy and Strategy: Brandient - www.brandient.com
Brand Consultant: Aneta Bogdan

TV Design in Motion:
Production and Design Company: English & Pockett, London - www.english-pockett.com
Creative Directors: Rob Machin, Michael Berthon
Senior Designer: Jason French
Producer: Richard Wallman
Director of Photography (TVR1): Tony May
Director (TVR1): Michael Berthon
Post Production: Clear Ltd., London
Composer: Massive Music, Amsterdam

Internal Branding: Brandient - www.brandient.com
Creative Director: Cristian "Kit" Paul
Senior Art Director: Cristian Petre
Copywriter: Cristina Sabau
Print Production: Peggy Production Company


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