Having decided to launch a new, expanded streaming service, ITV recognised the need for a revitalised brand fit for the future of entertainment. The job was to create a seamless experience across both broadcast and streaming, breaking the silos between traditional and digital formats.
Step-by-step process to a revitalised British icon.
Brand Positioning & Workshopping
Collaborated with ITV Marketing and David Taylor, founder of BrandGym, to define the brand strategy and positioning, which set the foundation for how the ITV should show up in a saturated streaming landscape.
Creative Briefing
& Identity Development
Owned the creative brief for the design agency pitch, then partnered with DixonBaxi to shape the brand, developing the name ITVX, brand identity, and motion system in close collaboration.
Storytelling & Stakeholder Alignment
Led the strategic narrative across internal presentations, crafting compelling storytelling to align Marketing, Creative, and wider stakeholders around a shared vision for the revitalised brand.
Comms Planning
& Campaign Leadership
Introduced and built the communications plan to ensure message consistency and effective audience targeting. Acted as lead strategist across all creative workstreams from app and OSP branding to launch and range campaigns.
Results
Subscriptions to ITVX rose 129% compared to the ITV Hub, with customer loyalty up 8.4%. The launch marketing spend was 12% more efficient at driving consumption versus benchmark stats, delivering a 100% increase in marketing contribution to total streaming hours compared to pre-launch.