CITV
IDENTITY & REBRAND FOR ITV
The challenge in crafting a new identity for CITV was that it catered for kids aged four to nine — a VERY broad range in children’s TV.
Unlike other channels targeting specific ages, this needed a design system flexible enough to engage rugrats and wannabe tweens, without alienating either group.
IDENT COMPILATION
The creative strategy, ‘by kids, for kids,’ gave us permission to let loose with the channel design and idents. The ‘C’ became a literal mouthpiece of endless creative possibilities.
Regular in-house idents alternated with ‘C-Creatures’ idents, where we brought kids’ illustrations of the ‘C’ to life.
AWARDS
Gold Cannes Lion • Channel Branding
Promax Silver • Best Channel Brand
‘C-CREATURES’ IDENTS: BY KIDS, FOR KIDS
CITV ON-AIR JUNCTION
MY ROLE: DESIGNER, CREATIVE DIRECTOR
BEFORE
The previous chunky logo had personality and standout, but the small master logo hindered visual attribution back to ITV.
AFTER
Aligned with the brief to make ITV more ‘human,’ this logo has a versatile playfulness that was very clearly tied to the new brand family.
