Munich-based UnitedSenses was tasked with turning Greece’s Cosmote TV pink as part of a broader rebrand under corporate parent Deutsche Telekom.

UnitedSenses first designed a brand identity for Cosmote TV in 2017. With bright blue and green lights flashing through the creative, the package won gold at the 2017 Promax Europe Awards, the predecessor to the GEMA Europe Awards. At that time, Cosmote TV was part of Cosmote Telekom, which was the commercial brand of Greece’s OTE Group. Today, Deutsche Telekom owns 55% of OTE. In addition, Deutsche Telekom owns 55% of U.S. telecom brand T-Mobile, and it’s using T-Mobile’s look and feel to rebrand Cosmote TV as Magenta TV.

“On one side, a Telekom identity with very clear rules. On the other, a Greek pay-TV platform with requirements found nowhere else. Our job was to make the two agree, without either giving ground,” notes UnitedSenses on its website.

The rebrand is centered on the “T” in Telekom (very familiar to U.S. consumers as the “T” in T-Mobile) as well as its signature hot pink color. The pink is contrasted by images in grayscale, allowing the magenta to grab and hold viewers’ attention.

Magenta TV is a network comprising 20 channels across four categories: Cinema, History, Sport and Series. UnitedSenses created promo packages and stings for Cinema, History and Series as well as new broadcast graphics for Magenta Sport.