Description:

By bringing Prime closer to the Sky masterbrand in name we had an opportunity to Strengthen brand recognition among customers: leading to increased brand loyalty, improved brand recall, and a better overall brand reputation.

The first task was renaming the new channel using a strategic framework with the following criteria: Not too predictable, Not too unusual, and Stands out from the competitors.

We then created a long list of 100+ names and shortlisted them based on the criteria.

Sky Open sits comfortably alongside the Sky family of names and would build positive meaning into the brand. Open is accessible to everyone.

The commonality of the language does make it less ownable so a key focus for design was to build in distinctiveness in its visual execution.

Drawing inspiration from the ‘O’ by creating geometric shapes to highlight people, objects, content and movement. The ‘O’ acted as a lens, a portal, a framing device and a distinctive brand code.

The direction utilised flat, vibrant colour not commonly seen in broadcast television and bold typography to differentiate itself from a sea-of-same in the category. Our visual system was created to be flexible, friendly but single minded. A suite of assets, including brand guidelines, animations created for execution in launch communications, channel idents, internal comms and merchandise.

A bold new TV Identity in a world of same using a consistent circle device, flat style graphics and use of a bold vibrant colour and type.