CITV Design & Branding, Case study CITV REBRAND by Itv Creative

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CITV REBRAND

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding, Case study
Market United Kingdom
Agency Itv Creative
Executive Creative Director Phil Lind
Creative Director Gavin Leisfield
Released May 2013

Awards

Cannes Lions 2013
Design Lions Channel branding or Programme branding Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Channel branding or Programme branding
Advertiser: CITV
Product/Service: CITV
Agency: ITV CREATIVE London, UNITED KINGDOM

Executive Creative Director: Phil Lind (ITV Creative)
Creative Director: Gavin Leisfield (ITV Creative)
Executive Producer: Jen Lane (ITV Creative)
Audience Planner: Emma Caldwell (ITV Creative)
Head Of Promotions CITV: Dave Hickman (CITV)
Head Of Graphics: Carl Hadley (CITV)
Senior Creative: Jo Evans (CITV)
Graphic Designer: Waldemar Werbel (CITV)
Graphic Designer: Sue Frost (CITV)
Animator: Frank Mansfield (CITV)
Animator: Jardine Frost (CITV)
Continuity Producer: Lee Mann (CITV)

Brief Explanation
Where the BBC have to take a paternal role towards it audience, CITV has been on the same level as kids, seeing the world through their eyes.

We know, that being a kid isn't easy, having to conform to teachers' rules, schoolyard rules and adult rules. It's hard for a kid to find time and space to enjoy being a kid.

CITV creates a time and space where kids can be free to be kids. No rules, no pressure, no stress. A place to kick back, have fun, play, have a laugh, imagine and express themselves.

A place for kids, by kids.

Describe the brief from the client
Competing in a cluttered marketplace, CITV suffers from a lack of awareness and consideration amongst kids. An incoherent brand, combined with editorial that has to appeal to a broad age means viewers don't currently see CITV as a channel for kids like them.

The role of the redesign was to get CITV on more kids repertoire by repositioning the channel as brand that's relevant to kids lives.

A positioning that's true to the mother brand, content and would differentiate us in a crowded marketplace but specifically against the BBC as our only competitor on Freeview platforms.


Design Process
The first thing we did was stop thinking like adults, all we knew that how to communicate needed rethinking -the language we use, the style, the voices.

Our logo is playful, something a kid would want to adapt, play with and is flexible enough to wrap itself around our broad range of age range content.

Kids take our logo and imagine it into a C-creature that we animate into an ident. Alongside kids idents, we also created a range of in-house idents that capture the world of a kid - a real world backdrop with animated playfulness.


Results
ITV undertook a survey amongst parents about CITV to see whether or not it fits within its image 'a place where kids can be kids' and 62% of parents did agree with this (beating Nickelodeon and the Disney channel). Awareness of CITV has increased since the rebrand.