UKTV Creative London

ABOUT

Helped to sharpen W channels brand positioning and refresh its overall brand identity. The resulting suite of assets embody a down-to-earth and unfiltered feel, that celebrate W's inspiring programming and real-life moments in all their imperfect and unique glory.

Our logo is a bold W letter-mark, using our new brand colour, burnt sienna.
The rectangle is purposely off-set to create something that’s distinctive, unique and imperfect.

The logo works on its own - but was also developed to be used as a stencil or a framing device to fully embrace our mantra of ‘Life Unfiltered’, allowing us to show imagery and footage behind our logo as a window into real life.
Creating a simple, unfiltered way of celebrating our content, as well as celebrating real life in all its glory.

Imagery is at the forefront of our brand and should always reflect real life in a diverse, genuine, and authentic way. Candid moments that feel unfiltered rather than staged.
A warm new colour palette that is colourful and vibrant.
A new font family called Heading now which comes in a large variety of weights and type styles to further establish a brand that feels diverse and unique.
And finally, throughout our branded assets we have used real world textures - such as paper, paint and natural wall textures that feel tactile and real.

To fully embrace our mantra of ‘Life Unfiltered’, we created a set of idents based around our brand promise of ‘Genuine Human Moments’.

We collaborated with a content sourcing agency, to help us find a series of user-generated clips and home videos that capture genuine human moments.
Our shortlist of clips was selected by an internal group at UKTV, clips that resonated with them on a personal level and offered a true reflection of real life unfiltered, removing any sense of subjectivity.

These idents offer authentic moments that celebrate the ups and downs and showcase the diversity of real life in all its glory. We have incorporated key channel themes, including parenthood, home improvements, cooking, relationships, emergency services and health and well-being.

During this process we also worked with an award-winning music composer to create a bespoke melody for the W Channel. Often referred to as sonic branding, this piece of audio is effortlessly incorporated into a set of five bespoke music tracks that are used across our channel assets.

Our on-screen packaging demonstrates how we have implemented our brand assets to create a new look and feel and establish a bold new brand identity.

In total, UKTV Creative designed and delivered over 200 branded assets for the W channel launch, working closely with SES (our playout provider based in Munich) to ensure a smooth and collaborative process from start to finish.

We also ran a couple of testing phases throughout the process to ensure that the new channel branding resonated positively with new and existing audiences. This insight phase was to ensure we were connecting with people on an emotional level and thankfully everything we tested was received positively and gave us the insight we needed to develop a brand that delivered on our promise.

This is Life Unfiltered.

Credits:
Head of Design: Peter Allinson
Senior Designer: Callum Parish
Designer: Dani Liquieri
Senior Producer: Nina Allsopp
Design Producer: Maria Garcia Estefane
Social Creative: Matt Tallent
Creative Manager: Ray Dunlop
Creative Director: Scott Russell
Creative Planner: Rosie Harrison
Head of Marketing: Nick Gilmer
Marketing Manager: Olivia Snellgrove
Channel Director: Adam Collings

MADEIT CREDITS

  • UKTVClient
Annual 2022 ShortlistW Channel BrandingBranding Project featured: on 12th October 2022 Contributor:

UKTV Creative has been a Contributor since 25th November 2015.

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W Channel Branding

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