Play unveils a new identity that unites its channels and strengthens its place in Belgium’s entertainment landscape.

BELGIUM’s BOLD, DARING AND TRUSTED GUIDE

Play Media has a new look, a clearer voice, and a fresh sense of confidence in embracing their future.
With competition growing and audience behaviour shifting, it was time to bring their family of channels together under a sharper, unified brand.
In collaboration with the Play team, we helped shape a cohesive identity that simplifies their offer, improves the viewer experience, and strengthens what makes Play, Play.

For years, Play has set the standard for quality and creativity in the Flemish media landscape. They challenge mindsets with outspoken, self-aware perspectives and captivate viewers with a range of programming, from serious to lighthearted. The rebrand unites all of Play’s channels under one name and one idea, with a system that flexes across stories and screens. Sometimes the brand steps back to let the content shine, other times it steps forward to own the moment. Either way, it’s unmistakably Play: the bold, daring, and trusted guide known and loved by Flemish audiences.

The new brand helps Play carry out a sharper growth strategy and build stronger emotional connections with its audiences—a brand ready to stand apart as a leading entertainment destination, and one that knows exactly who it is.
Congratulations to the Play Media team on this exciting new chapter.

A confident new brand for Play Media

Related links

IAG charts a new course

The impulse of a new generation

AI on tap, creativity on top

A confident new brand for Play Media

Related links

Related work

IAG charts a new course

The impulse of a new generation

AI on tap, creativity on top