At Red Bee Media, we love being in at start of things, so being invited by Orange to help them develop their new IPTV (internet protocol television) service gave us the perfect opportunity to dive into a brave new media environment - what's more, in the company of a fantastic brand.

The first part of our challenge was to create a new identity for the service.
After winning a competitive pitch, the idea we developed involved three animated characters, each introducing different genres of the service: 'Clapper man' (movies), 'Roadie' (music) and 'TV Lover' (no surprise - TV).

In 44 individual idents, the characters play out entertaining scenarios on a round orange stage in a black space. The design of their environment reflects the Orange brand, as well as reinforcing the notion of the orange button on the system's remote control, which takes the viewer through to the on-demand service. We also incorporated the characters in the design of the various menu boards, ensuring that the navigation is not only clear and intuitive but that it also exudes the spirit of the brand.

Dove-tailing perfectly with our efforts on the identity, our Digital Hive team provide ingest and transcoding for all the content on the service. They also tag that content with editorial metadata to help viewers identify the programmes they want to watch.

We firmly believe that our unique combination of creative, editorial and technical skills help us stand out from the crowd as a modern media company. And our work with Orange is a perfect example of that expertise in action.