For National Geographic Channel we developed a new visual identity expressing their latest brand positioning. The goal was to strengthen the brand position in the Netherlands and grow the number of viewers and marketshare. Both objectives were realised.

1. How to change the
perception of
a brand.

2. Get Ready to Rock
The start of change.
When your brand is caught between a rock and a hard-place,
an outsiders point of view can help you speed up the process of
renewing your brand and defining your point of difference.
Through a series of brand workshops we help clients to analyze their
brand and craft their vision into a creative reality. By challenging the
status quo we bring in fresh ideas that can make change really happen.
If you are interested in your brand adventure,
we would be very pleased to take you on a journey.

3. Highlights.
Preliminaries
The situation.
Campaign development
Concept design.
Campaign roll out
Activating our audience.
Turn out
What our work resulted into.

4. Transforming a brand
known for its stunning
documentaries
on wildlife...
...into an TV brand that
centralizes human
behaviour and
surroundings.
Retrospective Perspective
Challenge.

5. “The world and all that is in it
is our theme”
- Alexander Graham Bell
Chairman National Geographic Society
1897 - 1903
Preliminaries.

6. Brand Identity
Preliminaries.
Known taglines:
“Think again.” “Dare to explore”
Logo represents transparency;
a glimpse into a world of
excitement, versatile and
dynamic programming.
Primarily communicates through
action based storytelling.
Expresses itself globally through
broadcast and print media
(National Geographic Channel
& NGC Magazine).

7. Brand Image
Preliminaries.
Making interesting documentaries
on wildlife in their natural habitat.
Now also driven by human life,
history, technology and events.
Different brand themes create
different brand experiences.
Contemporary, fascinating
content inspires to share.
High likability and community support
on social media.

8. Preliminaries.
Current Affairs
As part of a global brand campaign
NGC adopted a new brand identity:
live curious.
Focusing on human interest
instead of wildlife (only).
Starting a personal voyage to
question, explore and pioneer in life.
Finding out why some things
are what they are.
Documenting and sharing interactive
experiences with the Nat Geo Society.

9. “How can you possibly live your life
looking at a door and not open it?”
- Robert Ballard
First to explore the wreckage of the Titanic
Development.

10. Guidelines
Development.
As part of a global brand campaign
Rock Agency was asked to assume
responsibility for the Dutch
promotion of this identity.
The campaign consisting of...
The individual, its behaviour and
surrounding as key elements.
Showing diversity of
NGC topics and programming.
Message distribution through
high exposure locations,
generating maximum curiosity.

11. Photography
Development.
Capturing the moment,
to intensify the role of the individual.
Capturing the movement,
to support an active storyline.
Capturing the environment,
to fuel the power of context.
Inciting curiosity.

12. Tone of Voice
Development.
Starting the design process we choose
to visualize a person looking through the
NGC logo and being blown away
by experience.

13. Tone of Voice (2)
Development.
It represents human life and
the core of our campaign;
exploring new things in life.
Opening doors leading to
unknown experiences.
Being curious.

14. Tone of Voice (3)
Development.
Then we completed the emotion by asking the
main question for activating curiosity: Why?
Still a concept this would be the first
in a number of successful brand expressions.

15. National Geographic Magazine and almost all Dutch TV
guides and newspapers were used to circulate our brand
message in a segmented part of the consumer market.
Awareness among NGC viewers rose.
MY MUSIC BRAIN
VANAVOND
OM 21.00 UUR
natgeotv.com
BY ANY MEANS
TOT EN MET 27 JUNI
DAGELIJKS OM
19.00 UUR
natgeotv.com
MY MUSIC BRAIN
VANAVOND
OM 21.00 UUR
natgeotv.comnatgeotv.com
World’s Toughest Fixes
Iedere woensdag
om 17.00 en
22.30 uur
‘s Werelds meest complexe reparaties
New
Old
Imaging Process
Development.

16. Imaging Process (2)
Development.
Not all photos are ready to use due to a lack of
charisma that fits the theme of the show.
Some program rebrands just needed small image
adjustments to set a more appealing mood...

17. Imaging Process (3)
Development.
...others were changed more drastically to fit the theme
of the show. Again in all cases, the individual is key.

18. Campaigns
Roll Out.
A couple of our other
designs that resulted
into official brand
expressions for
NGC’s “live curious”
theme.

19. Campaigns (3)
Roll Out.

20. Campaigns (4)
Roll Out.

21. NATGEOTV.COM
DON’T TELL MY MOTHER
Elke werkdag 20.30 uur
Campaigns (5)
Roll Out.

22. Roll Out.
“Dare to live the life you
have dreamed for yourself”
- Ralph Waldo Emerson
19th century philosopher, lecturer and poet

23. Digital
Roll Out.
Through NGC’s collaboration with FOX Channels Benelux
we launched several online concepts
for potential advertisers. Resulting into improved
brand communication for B2B-audiences.

24. Turn Out.
“Be curious always, for knowledge
will not acquire you; you must acquire it”
- Sudie Black
Professor Clinical Neurosciences Division

25. Identity/Image Ratio
Turn Out.
Curiosity was stimulated through
action based brand ads.
The logo represents transparency
now more than ever; a glimpse
through its window supports the
tagline ‘live curious’.
A wide variety of ads but with
a clear focus on human interest.
Traditional media were mostly used
to generate awareness of the new
tagline and ‘look & feel’.

26. Dutch Ratings
Turn Out.
During one specific month in 2010
NGC was able to achieve a 15% increase in viewers
rating. This was during
the World Championship Soccer.
In 2009 Discovery’s audience had three times the
size of that of NGC...
...in 2010 both were nearly equal in size, for a target
audience between the ages of 20-49.
That same year Nat Geo’s market share grew 25%.
Discovery’s market share decreased 20%.

27. Dutch Ratings (2)
Turn Out.
Great Migrations, NGC’s biggest
wildlife project ever, was the best
viewed tv show in 2010,
with over 4 million viewers.
Dog Whisperer had an average of
2 million viewers on a weekly basis.
Air Crash Investigation and
Megafactories were popular shows
as well.
Ad designs for all these shows
were mostly provided by us.

28. Turn Out.
In 2010 NGC had the largest growth rate
for analog television in the Netherlands...
...despite competition from major events
like the World Championship Soccer
and the Olympic Games.
In 2011 a show called
Dagboek van onze Helden
reach its peak on January 1st
with 362.000 viewers watching the show
about the Dutch military mission in
Afghanistan. We created their ads.
Dutch Ratings (3)

29. Inspiring Action
Turn Out.
As experienced brand builders we were
able to create a natural flow from
corporate vision to a campaign that
inspired new viewers.
Development of engaging designs
resulted into brand activation tickling
current and attracting new audiences.
We made people aware of the channel’s
colorful programming
and human driven topics.
To this moment we still create inspiring
new ad campaigns for National
Geographic Channel.

30. LET’SROCK!
marcopaul@caperock.tv
Marco-Paul de Jeu
Strategy Director