I helped to lead the process of sharpening W’s positioning and refreshing its on-air identity.

The resulting suite of assets embody a down-to-earth and unfiltered feel, that celebrate W’s inspiring programming and real-life moments in all their imperfect and unique glory.

Our logo is a bold W letter-mark, using a suite of brand colours, led by our primary brand colour of burnt sienna.

The rectangle is purposely off-set to create something that’s distinctive, unique and imperfect.

The logo works on its own – but was also developed to be used as a stencil or a framing device to fully embrace our mantra of ‘Life Unfiltered’, allowing us to show imagery and footage behind our logo as a window into real life. 

Creating a simple, unfiltered way of celebrating our content, as well as celebrating real life in all its glory.

Imagery is at the forefront of our brand and should always reflect real life in a diverse, genuine, and authentic way. Candid moments that feel unfiltered rather than staged.

A warm new colour palette that is colourful and vibrant.

A new font family called Heading now which comes in a large variety of weights and type styles to further establish a brand that feels diverse and unique.

And finally, throughout our branded assets we have used real world textures – such as paper, paint and natural wall textures that feel tactile and real.

We aim to fully embrace our mantra of ‘Life Unfiltered’, by creating a set of idents based around our brand promise of ‘Genuine Human Moments’.

We collaborated with a content sourcing agency, to help us find a series of user-generated clips and home videos that capture genuine human moments.

These idents offer authentic moments that celebrate the ups and downs and showcase the diversity of real life in all its glory. We have incorporated key channel themes, including parenthood, home improvements, cooking, relationships, emergency services and health and well-being.

During this process we also worked with an award-winning music composer to create a bespoke melody for the W Channel. Often referred to as sonic branding, this piece of audio is effortlessly incorporated into a set of five bespoke music tracks that are used across our channel assets.

Our on-screen packaging demonstrates how we have implemented our brand assets to create a new look and feel and establish a bold new brand identity.

Our launch campaign included a number of TV commercials & marketing material to help build awareness of our new brand across TV, social media & out of home.

This kicked off with a teaser campaign letting people know that W was going to be Free on TV.

This is Life Unfiltered.

On Alibi, there’s always more going on than meets the eye.

Our objective was to improve brand perceptions of Alibi among crime drama viewers.

To do this we wanted to bring to life our tagline of ‘more than meets the eye’ by creating the joy and excitement of discovering hidden phrases.

Our campaign used clever copywriting to challenge viewers by revealing hidden messages across digital screens throughout the UK.

Our brand campaign went live across multiple digital screens during a nationwide campaign.

Animated screens revealed hidden messages across the country – prompting people with a curious mind to take a second look; bringing to life our tagline of ‘more than meets the eye’.

To promote the Alibi channel’s new brand proposition of ‘more than meets the eye’, we wanted to engage with the curiously-minded fans of crime drama by creating a real world experience that offers something unexpected and challenges their perspectives.

Using the optical illusion of anamorphic type, we developed a large installation that can only be seen and deciphered from a certain point and perspective. This installation will be seen across the UK from Manchester to London.

This installation allows people to engage and interact with our brand and was created as part of a wider campaign to show that on Alibi there is always more going on than meets the eye.

An on-air promo was also broadcast as part of the brand campaign. Using our new and exclusive content to encapsulate our brand message of ‘more than meets the eye’.

When we launched our new company purpose – I was tasked with finding a way of bringing it to life within our office.

We have some fantastic spaces in our office, but at the centre of all is an impressive central sweeping staircase. A beautiful concrete structure that connects both floors at UKTV.

This was the perfect canvas to create a mural that represents our company purpose and that celebrates our people and culture.

We wanted to cover both sides of the sweeping staircase – as well as a curved upper section measuring an epic 18m.

During this whole process I only had one artist in mind.

Vic Lee.

Vic is an award winning artist, illustrator and visual storyteller and thankfully he was up for the challenge.

Working closely with stakeholders we compiled a list of content that would feature within the mural. Words and images that celebrate our creative culture and inclusive workplace.

We also included a few little surprises within the mural as a nod to the rich history of UKTV and BBC Studios.

Due to the logistics of the project it was agreed that the upper inner staircase would be a printed vinyl, installed professionally – and the two sides would be hand painted in the office by Vic.

At UKTV we aim to create TV with personality. With content that is crafted by fans, for fans.

‘Craft’ is at the heart of everything we do, and these hand-drawn murals are the very definition of that.

It’s not everyday you get the opportunity to totally transform a space…

and what a transformation it is!

At UKTV, we developed a new Purpose and Mission Statement which sets us apart in the industry.

We believe in TV with personality.

As we begin to face in to a new world and a new way of working, UKTV have established their Purpose – to bring programmes that are hand-picked for their quality and available on any device – all crafted by fans, for fans. TV with personality.

This video tells that story through animation that is creatively striking and visually captivating – with an element of hand-made craft. 

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Design Director – Peter Allinson

Design Producer – Sophie Bryant

Creative Director – Scott Russell

Voiced by UKTV colleagues

A creative collaboration with Blind Pig

Animation – Blind Pig

Design & Animation Lead – Lawrence Scanlon

Design – Christine Peters

Animation Assist – Will Smith

Creative Director – Ric Comline

EP & Producer – Thierry Levy

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Promax UK 2019 GOLD WINNER
Best 360 Campaign

The DRUM Awards 2019 Highly Commended
Visual Craft

To celebrate the release of Dad’s Army: The Lost Episodes on Gold, UKTV has unveiled a huge 1940s army-recruitment style mural which has been specially designed to look as if it has been in place for decades.

The specially created, time-weathered ‘ghost billboard’ harks back to WW2 propaganda advertising and has been designed to appear as if it has re-emerged after being lost to the ages.

Working with Hearts & Science and Talon Outdoor, the 45ft tall mural installed in Clerkenwell, East London took four artists from street art collective Global Street Art Agency 50 hours to painstakingly create using a combination of emulsion and over 250 cans of spray-paint. The mural was sandblasted to make it looked aged and is the first of its kind to be created by Global Street Art Agency. The artwork, designed by UKTV Creative head of design Peter Allinson, features the new cast from the re-made episodes of the much loved British comedy classic.

It hit the press and national newspapers and made an impact with Dads Army fans across social media.

Even Captain Mainwaring himself tweeted about it!

Dad’s Army: Lost Episodes – 360 Campaign

Promax UK 2019 GOLD WINNER
Best 360 Campaign

Following a creative pitch, we were appointed by Sony to visually assert the Playstation brand’s iconic status. Our response was a simple, powerful solution which put the PlayStation logo at the heart of the brand, establishing a clear brand hierarchy. This was supported by a strong brand colour and a vibrant and dynamic rendering of the PlayStation shapes. Throughout the project we worked closely with Sony’s internal creative departments, creating a branding solution which works consistently across all platforms, including TV, print and outdoor advertising, online, social media, retail and packaging.

 

Creative Director: Marcus Jones / Matt Penney

Lead Designer: Peter Allinson

© dunningpenneyjones Ltd

PromaxBDA Europe 2018 SILVER WINNER
Channel logo design across multiple media

The launch of the new branding follows UKTV’s track record for launching successful original shows. In 2016, it committed over £150m to new programming which resulted in more Original shows across the network than ever before.

The new branding really captures the creative process involved in creating our Original productions, from script writing to set design; storyboarding to editing. Basically, the unsung heroes that are often hidden behind the scenes.

Everything was filmed and edited at UKTV’s headquarters in Hammersmith across a two-day shoot.

Being able to bring content like this to life, in-house is truly rewarding. It also enables us to take more risks and do things differently to set ourselves apart from our competitors.

Working with the hugely talented Alison Carmichael provided us with an additional opportunity, to create a beautiful and truly bespoke logo. The result is a confident wordmark that feels crafted and authentic, like a stamp of approval or a signature.

 

Articles:

http://www.digitalartsonline.co.uk/news/graphic-design/2017s-biggest-logo-redesigns/

http://brief.promaxbda.org/article/brand-rebrand-uktv-originals

http://www.thedrum.com/creative-works/project/uktv-creative-uktv-uktv-originals-branding

https://lbbonline.com/news/uktv-originals-unveils-new-look-branding/

Credits:

Director / Head of Design – Peter Allinson – UKTV

Design Producer – Sophie Yeoman – UKTV

Marketing Manager – Emily Latham – UKTV

Producers – Sophie Fox / Deane McDonald – UKTV

Hand Lettering Artist – Alison Carmichael

DOP – Steve Weiser

Art Dept – Chris Williams

Camera Assit – Poe Panayioyou

Sound Design – Dave Connolly

Runner – Bettie Cooper

Made by UKTV Creative
© UKTV Media Limited

For the Broadway production, we created an entirely new TV campaign from concept to post-production. We began with a green screen shoot involving the full cast in NYC and then continued with intensive editing, grading and compositing in London. Directed by Brett Sullivan and produced by Clayton Jacobsen.

We also created a variety of digital screens that were played out across broadway.

These included: Disney Store, Chevy Store and ABC Television Studios.

Art Director and Head of Design: Peter Allinson

Creative Directors: Brett Sullivan / Clayton Jacobsen

Designers: Chiara Zonca / Brendon Bennett

© Steam Motion and Sound Ltd