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.
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.
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.
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.
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
Cannes Gold Lion Channel Branding
Promax Silver Best Channel Identity