Communicating a brand-change

Digital TV, broadband, iPods... with so much entertainment at our fingertips, traditional television needs to work extra hard to stand out. ITV needed to keep pace with these changes – developing a brand that would build recognition and protect their popularity.

The new ITV brand was about much more than just logos and external image. At the core of the change were the employees. So to make sure everyone understood the changes and felt part of the evolution we wrote an intranet induction and brand booklet. Tone of voice was crucial so we made sure every element spoke in an engaging way, refreshingly free of marketing drivel.

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