ABOUT

UKTV Play is the free on demand TV service for channel brands including Dave, Drama, Yesterday and W.

Our task was to refresh the UKTV Play brand to create a design language that feels modern and compelling; drawing you into a brilliant mix of TV as unique as you are. Because no-one is into just one thing. We’re all into a unique combination of things.

We may not be the biggest or the glitziest, but we’re chock full of damn good TV that people will love.

With the inevitable shift towards more digital-based lifestyles and smaller screen sizes, we want to future proof our brand with a digital-first approach. 
Our previous UKTV Play logo was not originally created with digital in mind, and didn’t work well at smaller sizes, so we were tasked to develop a new logo for UKTV Play that was made for digital.
A scalable logo that works effectively at various app sizes and optimised across all platforms and devices.

UKTV Play is the free on demand TV service for multiple channel brands, so we needed to create a design system that allows our new branding to work as an aggregated service for our partner brands. So our new logo forms a circular device – a digital ring – that gives us the ability to unite our brands like never before. Embracing our channel brands as well as any potential brand partnerships in the future.

We have also introduced a new contemporary typeface full of character; a brilliant mix of colours; and a collection of animations and sounds that encapsulate our friendly tone and playful spirit.

Over 130 playful icons were drawn and animated to be used across various product interfaces and external communications.

New branded on screen packaging (OSP) was developed to play out across our entire TV network and push towards new content or highlight shows that are trending on UKTV Play.

A set branded assets and brand tools that come together to offer a brilliant mix, just like you.

In the 5 months since the rebrand (Oct-Feb) UKTV Play has show incredible growth in direct-to-consumer views, with D2C views up +39%

UKTV Play also added a million registered users in 2022 to reach 6.45 million.
This continues to grow with monthly registrations up 40% (Oct-Feb) following the rebrand.

The service also began to transition content to HD, which allows UKTV Play viewers to watch their favourite programmes in full HD quality for the first time.