One group, endless stories
The merger of Endemol, Shine Group, and CORE Media brought together a single company behind an extraordinary range of work — from MasterChef and Big Brother to Black Mirror, Peaky Blinders, and digital products like Coke TV and Legends of Gaming.
But mergers bring complexity beyond the organisational. Three companies, each with their own identity and culture, were being asked to become one. The brand needed to feel like a fresh start — not one company absorbing the others, but something none of them had been before.
Form serving function
The portfolio made the strategic answer clear. The range and quality of the work was so vast and diverse that any identity trying to represent it would either overwhelm it or be overwhelmed by it. The only coherent response was to step back and let the work fill the space.
The scale of that challenge called for a particular kind of thinking. We invited Pentagram to pitch and developed the identity together — built around a single principle: get out of the way. The Bauhaus movement provided the framework: a belief in systems over individual expression, form serving function. Exactly what was needed to hold 31 territories together without flattening them.
A bespoke typeface — a modified version of AG Old Face — brings distinction to the brand without demanding attention. A disciplined visual language applied consistently across territory brands, divisions, and digital platforms — rigorous enough to let the work speak.
Rolled out, not handed over
Our role was to make it work — across 31 territories, with real teams, real deadlines, and contexts no brief could fully anticipate. The brand evolved continuously as the business grew, meeting new applications without losing its core character. Coherent and considered, regardless of what it was framing.
