In May 2005, we won a competitive pitch to work with ITV, the UK's largest commercial broadcaster, to rebrand its network of channels. Our wide-ranging brief was to design a new logo, create an overall brand architecture and to individually rebrand each channel on-air.

ITV's big ambition was to gear the network for the hyper-competitive future, maintaining their heartland audience but revitalising the brand in the eyes of both new and lapsed viewers.

After an extensive research and segmentation study, the network was defined as 'TV to talk about' reflecting the inclusiveness and universal appeal of the programming. This concept was then made specifically relevant within the branding of each individual channel.

The rebrand was successfully launched in January 2006 with a second phase of branding for ITV1 following 10 months later.

The six new ITV1 idents and break bumper packages placed new emphasis on the channel colour, bringing it to life in a variety of different moods - from a vibrant marketplace to an urban basketball court.

"Brand identity is a constantly evolving proposition and I am delighted with the second phase of on-screen creative for ITV1". David Pemsel, ITV Marketing Director