Itv: ITV3 BRANDING

Credits & Description:

Advertiser: ITV3
Agency: ITV CREATIVE
Category: Channel branding or Programme branding
Animation/Compositing: Aaron Trinder (Tundra*)
Creative: Adrian Headley (ITV Creative)
Executive Producer: Andy Soup (Soup Factory)
Producer: Ben Sullivan (Soup Factory)
Director: Espen Haslene (Tundra*)
Producer: Jason Underhill (P For Production)
Art Director: Karine Faou (Tundra*)
Senior Model Maker: Line Lunnemann Andersen (Andersen M Studio)
Illustrator: Keeley Sheppard (Tundra*)
Executive Creative Director: Phil Lind (ITV Creative)
Creative Director: Tony Pipes (ITV Creative)
Senior Model Maker: Cat Johnston (Andersen M Studio)
Creative: David Tang (ITV Creative)
Executive Producer: Jen Lane (ITV Creative)
Director: Martin Andersen (Andersen M Studio)
Storyboard Artist: Oscar Arancibia (Tundra*)
Music: Wayne Sharpe (CORD Worldwide)
Animation/Compositing: Dominic Burgess (Tundra*)
Animation/Compositing: Marc Hardman (Tundra*)
Music: Mikkel H. Eriksen (INSTRUMENT [studio])

Implementation
We broke down what made drama great to understand why people loved it so much. It was the quality and craft that goes into each episode, the attention to detail and the passion of all involved. Secondly, it was stories - classic drama has a great story as its backbone.ITV3 became the curator of crafted drama collections from ITV. Our tone became knowledgeable, passionate, classic, crafted and timeless.This led us to the idea of using bell jars to represent our collection of drama - each one housing a unique story demonstrating the different types of drama on the channel.

Outcome
After the rebrand we have seen a significant shift in those that are spontaneously aware of ITV3 by 980,000 or 2%. As the content on the channel has not really changed after the rebrand, we can assume that the increased awareness is due to the new logo, new idents and menus.

Brief Explanation
In order to attract ABC1’s into the channel, we needed to find a creative platform and tone of voice that would appeal to these indulgent quality seekers. We needed to shift perception from old to classic, from repeats to indulgence. People needed to know that ITV3 was the place to findthe best drama, collected and curated by people who love it, for people who love it.

Client Brief Or Objective
ITV3 exists to grow ITV’s share of ABC1 adults and to create value from our drama archive past and present.Although ITV3 is a number 1 digital channel, it isn’t on the radar of upmarket audiences. It’s not considered a channel for them because they perceive ITV3 as a channel of repeats which reinforces its ‘old fashioned’ and dusty identity.The task was to position ITV3 as the definitive destination for timeless, quality ITV drama.