ITV’s radical transformation to reflect and connect modern Britain.

In tandem with ITV, we've modernised the network, reflecting current British culture. This involved refreshing identities for five channels and launching the digital-first streaming platform ITVX. A cultural hub, ITVX streams beloved shows like Coronation Street and Love Island, uniting the UK for over 60 years.

Going in search of modern Britain.

We went on immersion trips through the UK, visiting as many different cities and towns as possible, and asking people what being British means to them. What surfaced was a wild mix of identities and takes on Britishness both positive and negative. The undefinable nature of modern Britain became a central part of the strategy behind the brand, informing the experience principles that drive the whole system.

In a world of plusses, be an X.

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.

Brand awareness increased from 36% to 88%. Monthly active users are up 29% and total streaming hours increased 33% driving strong growth in digital revenues up 24% to £218 million.

Accessible, inclusive and packed with style and character.

The ITV Display Serif type family is inspired by historical British typography like William Caslon’s foundry, while ITV Display Sans is sharp and modern with a few anomalies that add character. Created in partnership with F37, the custom typeface celebrates all the voices on ITV, flexing from outrageous entertainment, to bougie glamour and dark drama. Crafted to be extremely legible at all sizes, from huge billboards to a smart TV.

Embracing eclectic while unifying the ITV experience.

The flex of the identities allows the channels to have distinct personalities by building opportunities for 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 detail crafted and designed for every team and partner.

Every element is crafted to work seamlessly together. From the colour palette, curated to reflect the unique personalities within ITV, to the motion theory that amplifies and sparks every story, guiding people through ITVX and the channels. Digital guidelines brings it all together into one ever-evolving destination.

A transformation the nation has embraced.

The new, unified brand moves ITV from a siloed model to one that is seamless and immersive. With ITVX as the connective tissue across the brand ecosystem, the new streaming service is at once the harbinger of all things ITV and the network’s future in an increasingly digital sector. The brands work together to allow for cross promotion, pulling viewers into a refreshed world of broadcast from ITVX and vice versa, but affirming the streaming-first digital destination with shared visual threads that always lead back to X.