RTL - Shake Agency RTL - Shake Agency


Behind these three letters are three television channels, a streaming platform, and a major radio station. The challenge was to define a strong and adaptable identity as well as a new communication strategy.
RTL logo stickers on a laptop
  • Brand Identity
  • Brand Strategy
  • Brand Activation
  • Concept
  • Design

The context

RTL TVI was founded in 1987. Slowly but surely, the private television channel found its place until it became the leading Francophone media brand. The family grew over the years with the creation of Club RTL, Plug RTL, Bel RTL, and RTL Play. An offer of unique content that brings together 80% of the Belgian population every week. But with the rise of Netflix, Disney+, and Auvio, it was time to refocus the RTL brands on a common DNA firmly rooted in its time.


The RTL brand is part of the history of all Belgians. All media that bears its name pursues a triple mission: to entertain, inform, and bring people together. More than any other media brand, it constantly puts itself in the shoes of its viewers, listeners, surfers, and consumers. With them, for them, at home.

The concept

A clear identity, centered on the family initials RTL, and adaptable across all media and supports. From digital branding to beach flags, from daily presence on air to event marketing, RTL now deploys in a harmonious and impactful way.

In addition to its work on visuals, the agency has created a brand new positioning in words. “On est là” (“We are there”) is RTL’s new claim that Shake has developed in a large-scale campaign across all possible media.

FR radio spot (45 sec)


Internally and externally, the reception of the new face of the RTL brands has exceeded all expectations. RTL is back and stronger than ever. In television and streaming, the first audience figures are up. More concrete information will be available in the next CIM (independent media performance institute in Belgium)!

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