ABOUT

UKTV approached the project with a clear ambition: to unify its portfolio of free-to-air, pay TV, and streaming services under a single, cohesive identity that could stand strong across all platforms. The client brief called for a modern, flexible masterbrand that would improve brand recognition, enhance content discoverability, and future-proof the business in a rapidly shifting media landscape.
They wanted a solution that would bring all their channels together—from the irreverent wit of Dave to the rich storytelling of Drama—while still allowing each brand to retain its own distinct personality. Additionally, the visual identity had to be accessible, digital-first, and scalable, with a versatile logo at its core and a system that would feel just as at home on a smart TV as it would on a mobile app.
The result needed to feel bold, welcoming, and intuitive, creating a seamless experience that would resonate with traditional TV viewers and modern streaming audiences alike.

The U rebrand was designed to work seamlessly across a wide range of mediums, ensuring a consistent and cohesive experience wherever audiences interact with the brand.
It launched prominently across broadcast TV, with a full suite of on-air branding and motion assets tailored to each channel. The brand was also applied across digital platforms, including UKTV’s websites and the redesigned U streaming app, available on both mobile and smart TVs.
On social media, the visual identity was adapted into channel assets, motion graphics, and iconography designed to be instantly recognizable and platform-appropriate. The campaign also included out-of-home and print applications to support the public rollout, ensuring broad visibility.
Internally, UKTV created a comprehensive online brand hub, housing all digital guidelines and assets to avoid printing and promote sustainable practices. This made the brand easily accessible across the business and supported a hybrid-first workflow.

UKTV set out to create a unified Masterbrand that could bring its diverse portfolio of channels and its streaming service together under one clear, cohesive identity. The brief called for a solution that was bold, flexible, and future-ready, capable of scaling across everything from traditional broadcast to mobile apps. The objective was to improve brand recognition, drive content discoverability, and simplify the experience for audiences navigating a growing, fragmented media landscape.
The solution had to be modular and efficient, using design systems that could scale quickly and be adopted across departments and platforms with ease. The rebrand had to remain true to UKTV’s values and audience-first approach, respecting the unique identities of beloved channels like Dave, Drama, and Yesterday, while creating a new ecosystem that would feel both familiar and refreshed.
The primary target audience included UKTV’s broad, loyal television viewership as well as a growing base of streaming-first users, many of whom engage with content across multiple devices. The identity needed to speak to both groups equally—reassuring, intuitive, and recognisable for traditional viewers, but also smart, digital, and dynamic enough to appeal to younger, on-demand audiences.
Ultimately, the concept was to create a brand that could be flexible but focused, playful but precise, and bold but human—one that would bring everything together under a single, confident U.

The execution of the U rebrand was rooted in clarity, flexibility, and scale. At its core was the design of the U logo—a bold yet soft, curved shape that is instantly recognizable, approachable, and highly adaptable. The logo was designed to work seamlessly across screen sizes and contexts, from linear TV idents to app icons, delivering consistency without rigidity.
A modular design system was developed to support the brand’s wide-ranging applications. This included a suite of over 80 bespoke icons, adaptable motion templates, and a versatile grid system for layouts across digital, social, and broadcast environments. The styling drew from principles of simplicity, legibility, and warmth, with clean typography, vibrant accent colours, and fluid motion that reflects the brand’s friendly, dynamic tone.
From a technology standpoint, the U streaming app was rebuilt to support the new identity, improving performance, accessibility, and sustainability. This included optimising the platform’s backend and UI for faster load times and lower energy usage. Internally, a centralised digital brand hub was launched to host all brand assets and guidelines—avoiding print materials and enabling real-time updates across teams and departments.
The entire process was highly collaborative, involving stakeholders from brand, product, marketing, and accessibility teams to ensure every element met business goals, user needs, and creative ambition. The rebrand covered the full scope of UKTV’s offering—from on-air graphics and digital interfaces to social toolkits, OOH assets, internal rollout, and production templates—resulting in the execution and delivery of nearly 20,000 branded assets.

The U rebrand has significantly enhanced UKTV's performance across various metrics, demonstrating its effectiveness in aligning with the initial brief and objectives.
Following the rebrand, UKTV's streaming service, now known as U, experienced a 34% increase in views during 2024, contributing to a 109% growth over two years. Active users also rose by 21% in the same period, indicating a broader and more engaged audience.
The content library expanded from 7,000 to over 9,000 hours, offering a more diverse range of programming to attract and retain viewers.
UKTV achieved a 40% increase in total viewer minutes for on-demand content across free and pay platforms, positioning it as the fastest-growing on-demand service in Britain.
The rebrand successfully unified UKTV's portfolio under a cohesive identity, enhancing brand recognition and simplifying content discoverability. This strategic move has future-proofed the business, aligning with the original brief's goals.
These results underscore the U rebrand's success in expanding reach, boosting engagement, and strengthening UKTV's market presence, all while staying true to the project's initial objectives.

The U rebrand represents more than a visual identity—it’s a fundamental shift in how UKTV presents, organises, and delivers its content to audiences. From the outset, accessibility and sustainability were embedded into every decision, from the development of fully inclusive digital assets to the reduction of print waste through online brand guidelines.
The project was delivered through a collaborative, hybrid-first process, reducing unnecessary travel (notably to SES in Germany) and promoting more sustainable ways of working. This rebrand also enabled UKTV to future-proof its operations, with a scalable system that supports both current and emerging platforms.
In a crowded entertainment landscape, U successfully creates a space that’s clear, welcoming, and intuitive—meeting the needs of a broad, multi-generational audience, and setting the stage for continued innovation and growth.

Creative Agency: U&Creative
Head of Design: Peter Allinson
Designer: Callum Parish DC
Project Manager: Charlie Eydmann
Design Producer: Sophie Bryant
Creative Producer: Kathryn Newton
Head of Production: Mary Claire Seiler
Creative Director: Scott Russell
Marketing Director: Nick Gilmer
Marketing Manager: Cheryl Vaz
Chief Marketing Officer: Penny Brough

Brand Design and Strategy: Wolff Olins
Senior Designer: Karina Stolf
Senior Engagement Manager: Alexandra Lewis
Creative Director: Steffan Cummins
Associate CD: James McNaught
Executive Strategy Director: David Stevens

Sonic branding: Zelig Sounds
Composer / Sound Designer: Matthew Wilcock Joe Worters
Senior Producer: Breda Canning
Aleah Morrison-Basu

Icon Design: We Made This

Brand Guidelines: Standards
Hamish Smyth