ITV 2 Ident Too Hot

Background
The problem for ITV2 was that it was traditionally viewed as 'mini-me' channel as it primarily showcased extra or behinds the scenes of key ITV1 programmes.

Challenge
Our brief was to demonstrate that ITV2 programming has an addictive quality to it "you can't help watching it". Sport programming moving to the new ITV4 channel also meant it could be more tightly targeted as a channel. We worked with the channel proposition of 'must have TV'.

Solution
Our creative solution for idents centred around fun, excess and over-the-topness. Each ident showed a rich and dynamic environment with layers of live action, 3D elements and illustration to depict the lavishness. It's visually vibrant and stylish - a look that was also taken through to the on screen design.

Outcome
ITV2 won Channel of the Year in the year after the re-brand and continues to secure new programming based on the channel proposition.

Category:

Entertainment

Tags:

• ITV
• Ident
• Too
• Hot