ITV

ITV:
Reimagining a British Icon.

In close partnership with ITV, we led a radical transformation of both brand and business, starting with the creation and naming of ITVX, a bold, digital first streaming platform. From there, we reimagined and unified the entire network to feel like one connected experience. Modern, confident, and culturally fluent, ITV was repositioned as a central force in the nation’s entertainment.

Going in search of modern Britain.

We travelled across the UK, speaking to people about what being British means today. What we heard was complex, emotional, and ever-changing. That spirit shaped our experience principles positioning ITV as bold, relatable, and real. A brand that embraces the beautiful mess of modern Britain and connects through content that truly resonates.

Reflect and connect modern britain.

The challenge: make ITV feel relevant again by placing British culture at its core. We revitalised the ITV masterbrand, reimagined five channel identities, and launched ITVX, a digital-first platform uniting 60 years of iconic shows. The result is a seamless brand experience across broadcast and streaming, breaking down silos and positioning ITVX as a premium destination ready to compete with Netflix, Disney+ and the BBC.

In a world of plusses, be an X.

We named ITVX to break the sea of sameness and signal a clean shift in ambition. From that idea, we built the logo and a bold, cross platform identity designed to do more than house content. It reframed ITV from broadcaster to cultural player. Amplification sits at the core, focusing attention, celebrating talent, and making every moment feel larger than life. X became the engine that transformed perception and helped ITV lead, not follow.

Type That Speaks Every Voice.

The ITV Display Serif type family draws from the rich heritage of British typography. echoing the spirit of Caslon’s original foundry, while ITV Display Sans brings a sharp AND modern edge with quirks that add personality. Created in collaboration with F37, the custom typefaces celebrate ITV’s full spectrum of voices; from outrageous entertainment to bougie glamour and dark drama. Designed for maximum legibility, they scale effortlessly from towering billboards to the smallest on-screen detail.

Embracing eclectic while unifying the ITV experience.

The flex of the identities allows the channels to have distinct personalities by building unique expression into the logos, colour palettes, cursors and tone of voice. They all cut through the individual channel siloes to form a single connected brand, built to grow beyond broadcast.

Bringing ITV to Life, Seamlessly.

Every element is designed to work in harmony. The colour palette reflects the distinct personalities across ITV, while the motion system brings energy and clarity, amplifying each story and guiding audiences through ITVX and the wider channel ecosystem. Digital guidelines unify it all into one evolving destination, built to adapt, scale, and connect.
The unified brand turns ITV into a seamless ecosystem, with ITVX at the centre connecting every channel, every story, and leading the network into its digital-first future.

PAUL RIDSDALE, DIRECTOR OF BRAND AND MARKETING, ITV

Highlights

  • Brand awareness jumped from 36% to 88%.

  • Monthly users up 29% post-rebrand.

  • Streaming hours increased 33% year-on-year.

  • Digital revenue up 24% to £218M.