Uniform design wins more viewers than Disney Channel.

Challenge – fragmented and under threat
In 2006 NRK's programme offering for children was being broadcast on several channels, with each channel representing its own brand. Both big and small children had different worlds they could associate with, while Disney Channel, which was the biggest competitor, captured many viewers. 39% of children between 3 and 11 said that they would prefer to watch Disney Channel. Other broadcasters had also captured large numbers of viewers among children and young people. It was a major challenge harmonising the offering in the new digital age.

Solution – a uniform offering
NRK Super is the only Norwegian broadcaster of programmes for children between 2 and 12, which made adopting an umbrella profile as a design crucial. Sound, distinctive and accessible symbols were developed for all programmes, communication channels and processes. There were large variations in symbols, which could be used in different contexts, such as for conveying mood, associations and stories. The new design was intended to be regarded in its entirety as entertaining, innovative, captivating, authentic and distinctive.

Result – a unique universe
NRK Super has managed to reach out and connect with all groups of viewers, including parents. The target of winning 5% of viewing figures was achieved after one year, while NRK Super is overtaking Disney Channel's 22% share after two years. 83% of parents think that NRK Super is a good alternative and the viewing figures speak for themselves in terms of what children think. Rival broadcasters have been overtaken, while the design elements have proved to be practical, flexible and robust.

Category: Design management – branding – sales and communication

Company: NRK

Design: Scandinavian Design Group

Award / year: Design Effect Award - 2009

Category: Recipients