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
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We identified Banijay's instantly recognisable 'B' emblem as the cornerstone of our strategy. As a symbol already associated with innovation and creativity across 130+ production companies in 21 territories, it provided the perfect foundation for the group's ambition to become the global entertainment leader.
2. Finding the
common thread
​
We established design principles that allowed each business to maintain its unique personality while creating visual harmony through shared elements, typography, and colour systems that felt authentically connected.
3. Amplifying
emotional resonance
​
Entertainment is fundamentally about emotion. We developed a brand ethos that captured the passionate energy that united these businesses, creating emotional touchpoints that resonated across content production, events, and gaming experiences alike.
The solution:
One house,
many rooms
Visual identity system: Created a flexible visual architecture with the Banijay 'B' as its centrepiece, developing a modular system that allowed for distinctive expressions while maintaining family resemblance—refreshed colour palettes, custom typography, and signature graphic elements that united all communications.
Brand architecture blueprint: Restructured the relationship between the master brand and sub-brands, establishing clear hierarchy rules and endorsement strategies that maximised the value of each brand while building equity in the Banijay Group name.
Unified messaging platform: Developed a master narrative and messaging framework that articulated a shared purpose and values while allowing each division to speak with its voice to its specific audience segments.
Cross-brand experience guidelines: Established principles for how the brands would interact in shared environments, from digital platforms to physical spaces, ensuring consistency in customer experience regardless of entry point.
Implementation roadmap: Created a phased transition plan that respected existing brand equity while steadily building recognition for the new unified identity, including internal and external launch strategies.
The results:
Strength in unity
The reimagined Banijay Group now presents a cohesive face to the world while honouring the distinct personalities that make each division special. Market perception has shifted from seeing disconnected businesses to recognising a global entertainment powerhouse with complementary offerings. Most importantly, the brand now reflects the group's ambition and position as the definitive 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