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 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.Harnessing recognition power
Banijay was already a global leader in content production and distribution, with 130+ production companies across 21 territories. Its instantly recognisable ‘B’ was a mark of innovation and creativity, known for culture-defining intellectual property. We set out to capitalise on that recognition and reflect the group’s ambition to become a global leader in entertainment.
Unique brands, one common thread
FLE, Banijay, Banijay Events and Betclic were visually and tonally very different, with little consistency across channels or industries. Our challenge was to bring the different identities together, using the Banijay brand as the common thread while allowing each business to stand on its own two feet.
Push the passion
FLE houses some of Europe’s most emotional, passionate and entertaining businesses, but the brands didn’t always play on those feelings. We set out to capture that energy and unite each business through one shared vision, creating a truly unique brand house.
One united brand house
Using the impactful and iconic ‘B’ mark, we created a consistent thread through each brand, linking them back to the wider company vision while allowing each to keep its own identity.
A refreshed visual identity
We updated colour schemes, photography and typography, giving each brand a fresh, distinctive identity that still clearly ties back to the master brand.
Powerful straplines
We captured the passion and entertainment the brands were known for, while dialling up the innovation in a punchy, memorable way.
The new brand identity strengthened Bensons’ market position, capturing the attention of existing and new customers while improving brand perception, building loyalty and supporting sales. Clear brand guidelines also created greater consistency across every touchpoint, from online to in-store, delivering a more joined-up and memorable customer experience.
Banijay Group
Lights, camera, rebrand
Banijay Group
Senior Client
"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."