Banijay Branded Entertainment
Lights, camera, action:
bringing Banijay Group’s rebrand to life
The Challenge: Creating a unified master brand from three unique personalities
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FL Entertainment (FLE), now Banijay Group, approached us with a transformative brief for its master brand. Despite being tremendously successful, the master brand was not as recognisable as its business arms, Banijay and Banijay Events, and also didn’t link to its gaming department, Betclic, in any way. The brand felt like a bit of a fruit salad and was in need of a change. They turned to us to help create a transformative master brand that leveraged the powerful, world-renowned Banijay brand to usher in the new era of FLE.​​​
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Our creative development process for Banijay was simple:
Let's leverage its recognition
Banijay was, and still is, a global leader in content production and distribution with over 130+ production companies across 21 territories. Its instantly recognisable ‘B’ emblem is a mark of innovation and creativity, known for culture-defining intellectual property for global audiences. FLE wanted us to capitalise on Banijay’s brand to reflect the group’s ambition of becoming the global leader in the entertainment space.
Unique brands with a common thread
Each business arm (FLE, Banijay, Banijay Events and Betclic) was visually and tonally very different, meaning there was little consistency across channels or industries. By utilising the Banijay brand, each business stands on its own two feet while still feeling a part of the wider group. But this meant incorporating three different brand identities into one. Challenge accepted.
Push the passion
FLE houses some of the most emotional, passionate and entertaining businesses in Europe, yet the brands don’t always play on these feelings. Our goal was to bring these key pillars together and unite each business through one shared vision. We needed to capture the palpable energy each brand was known for to craft a truly unique brand house.
The Solution:
One united brand house
Leveraging Banijay
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Using the impactful and iconic ‘B’ mark, we created a consistent thread through each brand, enabling us to link back to the wider company vision.
Visual identity
We updated colour schemes, photography and typographic styles, giving each brand a refreshed and still unique identity born that tied back to master brand.
Powerful straplines
We captured the passion and entertainment factor the brands were known for, and dialed up the innovation in a punchy, memorable way.
Grab the popcorn... a new era
of Banijay is about to begin
Our clients say
"In rebranding FL Entertainment to Banijay Group, and introducing three individual pillars, we needed a distinctive umbrella brand and individualistic subs in Banijay Entertainment, Banijay Live and Banijay Gaming. Thanks to Whippet, we now have a unique, versatile and complementary offering with great palettes and strap-lines, suited to the independent needs of our businesses."​
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Spokesperson for Banijay Group
