ITV channel naming

When ITV decided to create a taskforce to investigate the possibilities of renaming their digital channels, we were invited to join. Working in-house alongside psychologists, marketers and senior ITV staff, we pursued new naming strategies, hierarchies and created names for the channels. These were presented to management, and several made it to the screen.

The result was a fully differentiated offering of channels that were memorable, descriptive and deceptively simple. As the company diversified its channels, ITV Be and ITV Encore – two of the routes selected from the workshops – made it on to the small screen.