The Rialto channel tells a new story with new branding + campaign via Interbrand and DDB NZ

Independent film has come a long way in the last 10 years, and so has the Rialto channel. No longer just the realm of obscure foreign actors on small budgets, the Rialto channel has a diverse range of content, from Oscar winning films with A-list celebrities to the best hand-picked cinema from around the world and to reflect this change, Interbrand and DDB NZ has created new branding and a new campaign.

The Rialto Channel needed a refresh to make it easier for new audiences to engage with the brand. The perception needed to change from ‘they do foreign films’, to an ‘entertainment channel that has something for me.’

Interbrand was tasked with creating a new brand identity for the Rialto Channel, contemporising the logo, whilst keeping the name, typeface and use of the ‘R’ and the star to connect back to the heritage of the old brand.

James Bickford, managing director of Interbrand, explains the approach to the new logo was to reposition Rialto as ‘the curator of the best films from around the world’. We achieved this by combining the two graphic elements into a window device that allows the audience to step through and choose from a wide range of content.

Says Bickford: “The window device is used in a dynamic way; focusing on actors’ faces and eyes. This technique allows the brand to showcase the diverse range of film on offer and helps position the channel as ‘The Storyteller’.

“It’s been a great opportunity to work with the Rialto team who are passionate about world class film. Together we have modernised the Rialto brand to be open to everyone whilst still retaining its heritage and quality.”

Keeping in line with the Rialto positioning as ‘The Storyteller’, DDB has created a new billboard and print campaign channeling humour and questioning human perception of the Rialto channel and its content.

The tongue-in-cheek series is designed to reaffirm Rialto Channel’s credential as a committed storyteller whilst undressing a quirky sense of playfulness that has not previously been associated with Rialto.

Rialto stories are human, engaging and curious, much like the billboards, “If there’s nudity, there’s a really profound reason for it” jokes one, while another suggests, “When the actors are this ugly, the story has to be great”.

Says Andy Fackrell, DDB executive creative director: “This new print campaign for Rialto embraces satire in the best way. Our challenge was to ignite interest with a new audience without alienating Rialto’s cult following. I think our creative team has really nailed this.”

Says Roger Wyllie, general manager of Rialto: “This campaign has given our brand a facelift without making it look unrecognisable. I believe this campaign will recruit a new generation of viewers to Rialto Channel.”

Credits for Rialto Creative, Interbrand

Marketing Executive – Curtis Atkinson