Case Study: VRT becomes a more relevant, digital-first media brand with Saffron Brand Consultants

VRT transforms its 90-year brand into a forever current media platform with Saffron Brand Consultants

VRT, the public broadcaster for the Flemish community in Belgium, faced increasing pressure from commercial and international competitors, risking its relevance in a fast-changing media landscape. The leadership sought transformation and engaged Saffron Brand Consultants to redefine the broadcaster's role and reconnect with the people of Flanders.

Saffron addressed this by creating a new brand strategy and identity centered on the idea of being "Forever Current." This involved developing a scalable, digital-first visual system to make VRT more iconic and present across its ecosystem, including the VRT MAX streaming service and VRT NWS news platform. The solution aimed to bridge VRT's past and future, establishing it as a central, engaging media brand. While specific metrics are not detailed, Saffron notes the successful launch ushered in a new era for VRT, transforming it from a corporate entity into a dynamic, consumer-facing brand, with the partnership ongoing.

Vlaamse Radio- En Televisieomroeporganisatie (vrt)