There was just one big challenge. People who knew UKTV loved them but the wider industry didn’t know what it was missing. The channels and programming garnered plaudits and admiration but the organization behind them lacked the same levels of acclaim and notoriety. As UKTV approached it’s 21st birthday, the time had come to capitalize on its recent success and momentum and leave behind status it's ‘best kept secret’ status once and for all.

We created a powerful new brand idea that helped UKTV move from being a savvy upstart to a truly imaginative challenger brand – one whose idealism, passion and maverick tendencies could bring new energy and inventiveness to the industry.

We created the new brand purpose, positioning and organizational values to capture the essence of a truly unique culture. We brought it to life with a truly disruptive brand identity, strapline and tone of voice that weapplied across all touchpoints: on-screen idents and channel endorsements, digital, advertising, corporate and sales materials.

The identity went live across UKTV’s ten channels and website on Tuesday the 26th March 2013 and has already been seen by millions of people –

networks, content studios, brand owners, advertising agencies, media buyers and of course, TV audiences everywhere who hungry for great entertainment delivered with personality.

UKTV is now ready to take its seat at the big table as a true 21st century entertainment network. The new brand and personality reflect its commitment to delighting audiences in innovative ways as well as the exciting possibilities of a changing media landscape. The future of TV just got little bit more exciting.