Attracting new audiences with a new brand.

ARTE

#### In brief

ARTE is a Franco-German television network promoting culture and the arts. Since its creation in 1991, the public channel has stood for cultural diversity and multilingualism, offering high-quality programmes to 60% of Europeans in their native language.

With a remit to be Europe’s leading culture channel, ARTE gathers content together with unique micro-trends, and broadcasts these programmes across Europe to an audience of 25.7 million viewers a month.

Our brief was to build a connection between the channel and a younger audience, without alienating its established viewership.

We recognised that ARTE needed a system that could create contrast and pace for an engaging and entertaining experience. So we used ARTE’s diverse content as inspiration.

**25.7m** viewers per month

**6** broadcasting languages

**70%** of Europeans viewing in their native language

#### WHAT WE DID

We worked closely with Cécile Chavepayre, ARTE’s creative director, to develop a strategy that brings unity across the brand in a flexible system.

Inspired by the observation that ARTE gathers and curates all of Europe’s culture, we developed a brand idea that positioned ARTE as Europe’s cultural magnet.
Combining magnetism with art, we created a visual identity that reimagines the ARTE logo as a magnet. Text and various objects are pulled across screen in the idents, promos and stings to draw in a viewer’s attention. A forest of snow-covered trees bending forward in unison. Paint pulled out of a still life masterpiece. Words dragged straight off the page of a novel. The perfect morsel of entertainment in between shows.

> "ARTE now has an idea that brings unity across our brand and also gives us the freedom to represent the breadth of our content."
>
> *– Cécile Chavepayre, Creative Director, Arte*

The idea was applied across all of ARTE’s touch points, from broadcast to print, each animation telling its own story with a touch of wit and charm, and an injection of warmth. Sound design brought animations to life reflecting the magnetic tension and underpinning the moving-images.

The work was awarded a D&AD Pencil and, most importantly of all, the idea resonated equally well with our clients in France and Germany alike.

We continue to work with ARTE today.

##### Awards
D&AD Awards
Wood Pencil

Brand Impact Awards
Winner

German Design Awards
Gold

EEOFE
3 Winner

WPPED Cream Awards
Crème de la Crème
Winner



EUROPE'S CULTURE MAGNET.

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viewers per month

25.7m

of Europeans have access to programmes in their native language

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Superunion | ARTE

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ARTE

Attracting new audiences with a new brand.