In this month’s UK Reel DVD we decided to look at the attention-grabbing brand identity created for Five in early October. Catching a brief moment with Nol Davis, Five’s Head Of Creative Services and Dominic Sykes, the channel’s On-Air Brand Director, we posed them a couple of questions about the reason for the rebrand, and the process of the idents’ creation.
What was the impetus behind the the recent Five rebranding?
The launch of our 2 new digital channels, Fiver and FiveUS, and our on-line family Five.tv, Demand Five & Five FWD created the perfect opportunity to refresh and reinvigorate the on-air brand and create a cohesive network feel to our brands. Equally the new demands on air time and new programme priorities required a developed creative strategy. The look, feel, tone of voice across all our platforms and touch points needed to be cohesive and focussed. We wanted to create a more stimulating viewing experience.
The launch of our 2 new digital channels, Fiver and FiveUS, and our on-line family Five.tv, Demand Five & Five FWD created the perfect opportunity to refresh and reinvigorate the on-air brand and create a cohesive network feel to our brands. Equally the new demands on air time and new programme priorities required a developed creative strategy. The look, feel, tone of voice across all our platforms and touch points needed to be cohesive and focussed. We wanted to create a more stimulating viewing experience.
Why were a series of different production companies chosen to realise the idea?
Brand Bursts are continuity driven slices of entertainment that sit squarely at the heart of the Five spirit. Fun, eclectic, entertaining and stimulating they are a reflection of our Brand tonally rather than logo devices. Simple and engaging they are a series of vignettes that build a framework to expand creatively as we move the Brand forward. Each is a different take on a facet of Five and the project will become a rolling process with ongoing commissions. To capture the different facets/moments we developed a brief that allowed creative freedom but was cantered on the new Five strategic direction. We approached some of the best creative teams and production companies in the UK and beyond to allow us to express the brand in many ways. The response was immensely positive with an initial round of over 100 submissions. These were narrowed to a set of twenty ideas that went into production. Teams as varied as Partizan, Aardman Animations, Buck, Flynn and Rokkit were selected to create bursts that set the template for the project moving forward.
Brand Bursts are continuity driven slices of entertainment that sit squarely at the heart of the Five spirit. Fun, eclectic, entertaining and stimulating they are a reflection of our Brand tonally rather than logo devices. Simple and engaging they are a series of vignettes that build a framework to expand creatively as we move the Brand forward. Each is a different take on a facet of Five and the project will become a rolling process with ongoing commissions. To capture the different facets/moments we developed a brief that allowed creative freedom but was cantered on the new Five strategic direction. We approached some of the best creative teams and production companies in the UK and beyond to allow us to express the brand in many ways. The response was immensely positive with an initial round of over 100 submissions. These were narrowed to a set of twenty ideas that went into production. Teams as varied as Partizan, Aardman Animations, Buck, Flynn and Rokkit were selected to create bursts that set the template for the project moving forward.
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