Prime has built up a loyal audience from being known as the intelligent alternative channel to the mainstream, however changes to their programming via a content deal with CBS has broadened their appeal and left the brand feeling a little disjointed from its new and stronger position in the market so an identity refresh was in order.
It was time to stand up as the strong market player that they had become and shake off the poor cousin persona. Prime needed to hero the international content that they had invested in effectively and embrace their loyal followers and welcome those discovering the channel again.
We developed an off and on-air brand that was younger, more exciting and energised, heroing the content that Prime has worked so hard to secure. The new brand and Tone of Voice showcases Prime’s passion for what they do as a channel both visually and tonally making sure their audience feel apart of the new Prime. A thoughtful and intelligent free-to-air channel accessible to all Kiwis and brought to life with dynamism and momentum.