From its founding in the 1960s, Network Ten has always prospered when it has broken away from the pack. It was always known for taking risks, but over the years they’d lost their spark.
When CBS took ownership of the Network, it was an opportunity to reinvigorate their personality. This would mean investing in a host of new counter-programming concepts, strengthening their streaming services, and finding a way to tie all these offers together with a fresh new identity.
We were asked to bring the new strategy to life across their entire platform.
Ten had expanded significantly over the 60-odd years since it started out. Today, viewers could consume their content in a multitude of ways – on catch up platforms like 10 Play, 10 Daily and 10 All Access, as well as on their multi channels, 10 Bold and 10 Peach.
This growing community needed to feel like a family. No matter where, when or how people were watching, they needed to know they were in the world of Ten.
The new identity needed to feel fresh, but still recognizably Ten.
We answered the brief with a refreshing, yet familiar new identity. At its heart, a bold new take on the iconic Ten button. The device can be used across the Network’s entire group of channels and streaming platforms. We’ve created an identity with a vibrant family feel, and reinstated a sense of playfulness to the personality.
It’s a trailblazing identity that’s unlike anything else on the Australian market – which is exactly where Ten wants to be.
The new brand was launched at the Network’s upfront event which helped them build fresh momentum with the marketing community.
Since then, the response from employees, viewers and advertisers has been overwhelmingly positive.
After rebranding, Network 10 saw a 20%-30% increase in viewership across the 10, Studio 10 and 10 News First platforms. They also gained the highest audience viewing figures for a reality TV program in Australia for Australian Survivor.
Brand recall has risen and employee engagement and loyalty has increased with the implementation of 10 Values, an EVP project we were engaged to do after the success of the rebrand.
It’s clear the new identity has given Ten the shot of energy they were looking for – and kick started a whole new era of television.