In order to attract ABC1’s into the channel, we needed to find a creative platform and tone of voice that would appeal to these indulgent quality seekers. We needed to shift perception from old to classic, from repeats to indulgence. People needed to know that ITV3 was the place to find

the best drama, collected and curated by people who love it, for people who love it.

We broke down what made drama great to understand why people loved it so much. It was the quality and craft that goes into each episode, the attention to detail and the passion of all involved. Secondly, it was stories - classic drama has a great story as its backbone.

ITV3 became the curator of crafted drama collections from ITV. Our tone became knowledgeable, passionate, classic, crafted and timeless.

This led us to the idea of using bell jars to represent our collection of drama - each one housing a unique story demonstrating the different types of drama on the channel.

After the rebrand we have seen a significant shift in those that are spontaneously aware of ITV3 by 980,000 or 2%. As the content on the channel has not really changed after the rebrand, we can assume that the increased awareness is due to the new logo, new idents and menus.