A Bolder VRT

Development of a brand strategy, brand identity and design system that unites VRT, its sub-brands, content and platforms in a single, recognisable visual language, with scope for individuality and a clear, accessible experience for the audience.

The jury on A Bolder VRT:

The strength of this project lies in the convincing way it brings unity to the diverse editorial teams and brands within VRT. With so many different stakeholders involved, this is an exceptionally complex challenge. The fact that it has been achieved so successfully is a testament to an impressive design approach.

What does this award mean to you?

This award recognises design as a strategic force within VRT. We have built shared foundations that make a broad family of brands and platforms more recognisable and consistent, with the audience as our starting point. The fact that such a systemic approach on this scale is appreciated, not only by our audience but also within the design community, is a wonderful recognition for all the teams and partners involved.

How did the idea for this project come about?

In an increasingly fragmented media landscape, VRT had grown into a complex network of brands, platforms and digital destinations. As a result, it became harder to present a unified, recognisable whole and to guide the public clearly through the range of content on offer. Our ambition was to simplify that complexity into a stronger, more streamlined system that would make the relationship between VRT, its brands and its audience understandable again.

How does it contribute to a better world?

Good design can make public service media more accessible, recognisable and meaningful. It helps people find relevant stories more easily and supports more effective ways of telling those stories. At the same time, shared, adaptive systems create sustainable foundations: they enhance quality, minimise duplication of effort and make it possible to adapt more efficiently to evolving needs.