ITV had a brand problem rooted in identity: over fifteen years the corporation had been through seven rebrands or refreshes, each one failing to stick. The new digital landscape, with more channels, more choice and more platforms made the question of who ITV was more urgent than ever. The answer we arrived at was to stop trying to compete with the prestige of subscription broadcasters and instead lean into what ITV had always been: a genuine reflection of everyday British life. The resulting rebrand – which won a Cannes Design Lions Bronze – gave the network a flexible, confident visual identity built to endure across broadcast, digital and print for the long term.
Client: ITV Creative
