Really Channel Identity
For the Really channel brand identity, Red Bee Media created a world of empowered pop art females in “Really” moments: the moments all women recognise.
The brief was to create an upmarket-feeling brand to house UKTV content that would get women talking. We created the identity 'Really' that expresses the loud-mouthed brand and re-invigorates the lifestyle genre.
We wanted the brand to feel inspirational, and give viewers permission to watch and enjoy. The channel’s competition would be channels with shocking and absorbing real life shows - but we wanted this channel to have lots of its own personality to frame the content.
The name ‘Really’ tested well in research because it captured a sense of interaction between women. It was also versatile enough as a word to convey incredulity, exclamation and affirmation – which means that it works well across the various types of content on the channel.
Within 4 weeks of launch on the free-to-air provider Freeview, the channel’s audience grew by 760%. After 2 weeks, 25% of the target market was aware of the Really channel launch. Over 50% of survey respondents had sampled the channel and 35% had already talked about it.