Connect & entertains

We did an XL make-over

RTL XL has chosen Triple and Wunder to renew RTL XL, both the brand and the digital platform. RTL XL is the streaming video service with which you can watch TV shows from RTL, both future shows and shows from the past.
After a strategic repositioning the team went to work. With 1000+ TV shows, 320 movies, 7 channels and milions of users, this wasn’t a small feat.

A flexible identity

The renewed platform and brand identity are developed from the vision that RTL XL connects. It makes a connection between RTL channels, programs, stars, multi channel networks and users. The new style starts with a line which can take any shape, which emphasises the connection.

The identity is characterised by a handwritten font, warm colours and human interaction. Elements which are all from the core of RTL. The brand identity is colourful and based on the colours of the channels of RTL, but can adapt to any colour. This makes the identity responsive and adaptive but at the same time simple and surprising.

RTL XL has evolved from a catchup platform to a gathering place for your favorite entertainment. The renewed strategy focuses entirely on the consumer and aims to connect viewers, programs and stars with each other. The new interface quickly guides people to their favorite programs and discover new content.

"Apps and brands should have their own digital personality. Because people simply prefer to interact with a personality, rather than with plain, cold technology."

Robert overweg Lead concept & innovation

A personalized experience

Motion and flexibility is at the core of the identity. The brand and design is as flexible as possible, it can transform and change color to any form necessary to service any one of its 17 million possible users.
The app changes to your preferred color and instead of RTLXL you see your own name written in the same style. This fits with the new approach of instead of just broadcasting, hyper personalizing the content to each of the users. Making the brand and app feel warm and personal and future proof along the way.

"The viewer is in control with the renewed RTL XL and has the possibility to create his or her own personal channel."

Patrick Klink Manager Product & Technology of RTL Nederland