ITV REBRAND

 
 

Jen Lane, Gavin Leisfield and Rafaela Perera worked closely with ITV’s in-house creative team and Rudd Studios on the ambitious re-brand of ITV’s portfolio of channels. The challenge was that ITV’s ratings were in steady decline because audiences couldn’t connect with the brand.

 
 
 
 

ITV Main Channel Idents

 
 



The on-air idents for the flagship channel were designed to be ever-changing, reflecting the seasons and the daily mood of the nation. We composed bespoke music for each of the idents featuring the same 7-note melody. 
 

 
 
 ITV Channel Idents

ITV Channel Idents

 
 
 ITV Network Guidelines

ITV Network Guidelines

 
 

Launching on a single day, the new brands were rolled out simultaneously across all channels and digital platforms. The main channel logo was brought to life with the unique ‘colour picking’ function, which created bespoke tailored logos for every single ident and promo end board.

 
 
 ITV Channel Ident

ITV Channel Ident

 
 Branded set from the new brand launch at ITV Upfronts

Branded set from the new brand launch at ITV Upfronts

 
 OOH Launch Advertising

OOH Launch Advertising

 Print Launch Advertising

Print Launch Advertising

 
 Merchandise

Merchandise

 Merchandise

Merchandise

 Digital Platform Design

Digital Platform Design

 New Vehicle Livery

New Vehicle Livery

 
 Corporate Annual Report

Corporate Annual Report

 Building Livery

Building Livery

 
 Brand Guidelines

Brand Guidelines

 
 Brand Guidelines

Brand Guidelines

 
 Brand Guidelines

Brand Guidelines

 
 Brand Guidelines

Brand Guidelines

 

 

CITV BRAND IDENTITY

 
 

Gavin Leisfield and Jen Lane spearheaded the CITV rebrand, working closely with the in-house team at ITV in Manchester. The challenge was to create a brand that felt like it was made by kids for kids. As part of the creative process, children were asked to use their imaginations and draw what they could see in the ‘C’. These drawings were then brought to life and aired on the channel as idents. 

 
 
 
 

Channel Idents

 
 Logo

Logo

 
 Ident Storyboard

Ident Storyboard

 

Idents created by kids and brought to life by the animation team

 
 Promo Endboard

Promo Endboard

 Programme Menu

Programme Menu

 
 Early Sketches

Early Sketches

 
 Inspiration Board

Inspiration Board

 
 Brand Guidelines

Brand Guidelines

 

AWARDS

 

ITV
Design Week Brand of the Year
Cannes Bronze Lion Best Logo and Visual Design
The Drum Marketing Awards Rebrand/Re-launch Strategy of the Year
Silver IPA Effectiveness Award
Promax Gold Best Channel Identity
Gold MediaWeek Media Brand of the Year
Transform Awards Grand Prix Winner

CITV
Cannes Gold Lion Channel Branding
Promax Silver Best Channel Identity