Banijay
Bringing Banijay Group's rebrand to life
The challenge: FL Entertainment (FLE) faced a classic brand architecture dilemma: despite tremendous success, the master brand lacked recognition compared to its powerhouse divisions. With Banijay and Banijay Events achieving global acclaim in content production and distribution, and Betclic making waves in gaming, the parent company remained in the shadows.
Our approach: Building on strength
1. Harnessing
recognition power
Banijay's iconic 'B' was already doing brilliant work – people across 130+ production companies in 21 territories knew it meant innovation and creativity. This was the perfect foundation for their global entertainment ambitions.
2. Finding the
common thread
We created design principles that let each business keep what made them special while building visual connections through shared typography, colours, and elements. Think family resemblance, not identical twins.
3. Amplifying
emotional resonance
Entertainment is all about feelings, right? We developed a brand story that captured the passionate energy connecting all these businesses – from content production to events to gaming, they all share that same creative spark.
The solution:
One house,
many rooms
One identity, endless possibilities: We built a flexible visual system with the Banijay 'B' at its heart – think of it as the family DNA that lets each brand be distinctive while still feeling connected. Fresh colours, bespoke typography, and signature graphics that work beautifully together.
Getting the family hierarchy right: We sorted out who sits where in the brand family tree, creating clear rules that make each sub-brand stronger while building serious equity in the Banijay Group name. No more confusion about who does what.
A story everyone can tell: We crafted a master narrative that gives the whole group a shared sense of purpose, while letting each division speak directly to their own audience in their own voice. Same values, different conversations.
Playing nicely together: We set ground rules for how all the brands work together – whether on digital platforms or in physical spaces. Customers get a consistent experience no matter where they start their journey.
Rolling it out: We created a step-by-step plan that respected what people already loved about the existing brands while steadily building recognition for the new unified identity. Smooth transition, inside and out.
The results:
Strength in unity
Banijay Group now shows the world a unified face while letting each division keep what makes them special. The market no longer sees separate businesses, but a global entertainment giant with offerings that complement each other. Most importantly, the brand finally matches its ambition and cements their position as the leader in global entertainment.
"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."
Spokesperson for Banijay Group