ITV

In close partnership with ITV, we modernised the network to reflect contemporary British culture. This included refreshing the identities of five channels and launching ITVX. a bold, digital-first streaming platform. ITVX brings together decades of iconic shows like Coronation Street and Love Island, continuing ITV’s legacy of uniting the UK through culture, connection, and storytelling.

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.

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.

ITVX is built from the ground up as a cross-platform entertainment destination, with every aspect of its identity aiming to rebel against the norms of the streaming landscape. The design system for ITVX has amplification at its core. Focusing attention, celebrating talent and making every moment feel larger than life. X is the heart of the brand, building equity in the logo with every application.

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.

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.

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.