UKTV and Red Bee Media enter final rebrand phase with launch of HOME
Red Bee Media has created the new brand identity and launch marketing campaign for UKTV's Home.
Launching on 30th April, Home is the eighth channel UKTV and Red Bee Media have rebranded together, and the broadcaster’s first offering from its lifestyle portfolio to be relaunched.
As well as creating the brand identity for Home, Red Bee Media has created four idents, four on screen presentation themes, break bumpers and a promotional kit. The launch is also supported by an above the line advertising campaign which includes national press, 48 sheet posters and 20 second TV spots.
Hailed as the only dedicated home and gardens channel, Home’s end line “There’s no place like it”, communicates the fact that the home is a space you can make your own - a place to be lived in, not just looked at.
UKTV’s Marketing and Communications Director, Tom Lucas, and Lifestyle Marketing Manager, Denise Wild, tasked Red Bee Media with making Home the leading destination for people looking for ideas and inspiration for their home and garden. Red Bee Media has created an identity that motivates viewers to rethink the way they view their own homes, encouraging them to take inspiration and advice and make it a place they love to live in. The brand identity is based around “home truths”, the idea that everything in a home is there for a reason and has a story to tell.
The creative concept is crafted around various living spaces, representative of the diverse audiences of the channel and their different life-stages. The four idents were developed using different types of homes; a family home, an urban flat, a flat-share and an empty-nesters’ home. Each ident focuses on a number of items in the featured home, and reveals that each item has history and its own story. As the viewer is taken on a tour of each home, the objects appear and hand-written annotations reveal the “home truths” of the object’s past and its relationship with the homeowner.
Expanding on the same “home truths” theme, the national press advertising work captures a moment in time in a typical family home. A shelf falling off the wall features the caption ‘DIY SOS: Tuesdays at 11pm’, two pairs of mud-caked wellington boots are labelled ‘Escape to the Country’, Sundays at 5pm’. The posters feature the strapline: ‘the new TV channel, there’s no place like it’.
Andy Bryant, Director, Creative, at Red Bee Media, comments: “This is a great example of how a media brand can create a distinctive and relevant on and off-air brand identity. We all love certain elements of our homes, no matter who we are or where we live. The concept of home truths demonstrates how each area or object of the home holds precious memories and serves a real purpose. Home also gives viewers a chance to dream and nose around other people’s houses, which fascinates everyone.”
UKTV’s Tom Lucas, adds: “As we approach the rebrand and launch of our final three channels, Red Bee Media continues to deliver creative concepts that make our portfolio of ten channels brands appealing to our growing audience.”
Home launches on the 30th April and the outdoor, TV and press advertising campaign begins from 1st May.