The challenge was to give the brand a new personality along with a fresh and sharp design tone that would have cut through. We needed to avoid the techy-ness and fiddly-ness and make it all about being simple, bold and entertaining.

For all the design we needed a loud punchy palette and a way to promote the talent and content front and centre. It was also important to ensure it worked across all user touch points including the re-launched website, apps, digital advertising, on-air promos and outdoor.