KRO-NCRV New indentity - Project implemenation

The assignment was: develop a powerful, sustainable and distinctive corporate identity that matches the positioning. A style that is unmistakably KRO-NCRV, but that also leaves room for the identity of more than 270 individual programs per year, on radio, TV and online.

The most complicated design assignment was the implementation of the corporate identity for these programs. To determine how this should be done, pilot projects were organized well in advance with makers of a number of important KRO-NCRV titles, such as Spraakmakers and Keuringsdienst van Waarde. In these pilots we tested and ensured how this new identity should be implemented while at the same time leaving room for individuality.

We worked on the new identity for a year. Advertising agency Thonik has worked on a dynamic logo, and campaign agency Roorda has worked on the surrounding campaign. A new sound bite has also been developed that links a recognisable sound to the brand. Furthermore, all resources where the corporate identity of KRO-NCRV was visible have been adjusted. From websites to socials, from PowerPoints to stationery, from water bottles to key rings and from stickers on the doors of the office building to the design of the meeting rooms; everything had to be overhauled.

What did I do?

My role during this big project was to organize it all. As implementation and project manager, I ensured that everything planned was implemented in detail, together with a large group of agencies, suppliers and colleagues. In addition, I guided all programs and their creators in the implementation of the new style. I am extremely proud of the end result, because it simply works. KRO-NCRV is the most visually distinctive broadcaster of them all.