UKTV Network
- Client: UKTV
- Type:
- Service: Multi-Platform Identity
UKTV is Britain’s second largest digital broadcaster. Our re-brand of its complete multi genre portfolio is thought to be the biggest project of its kind in the history of British telly. A muscular challenge if ever there was one.
The Challenge
To devise new brand propositions and identities for UKTV’s entire range of channels. To make these channels an engaging environment where popular programmes could punch their weight in ratings.
The Solution
We did away with the “UKTV” prefix and designed a “House of Brands” where each channel was crafted to its own unique audience. At every stage of the process - brand strategy, naming, brand identity, on-screen presentation and on and off-air marketing we worked hand-in-hand with the client.
The Result
Throughout 2009 UKTV sustained double-digit impact growth, outstripping all other multi-channel networks in terms of absolute audience. Also, brand tracking research showed that each new channel achieved great momentum on the dimensions “watching more” and “seen as core viewing.”
