Teaming up with Everyone TV, we named and crafted a vibrant brand bursting with personality—meet Freely, a content service bringing together the UK’s major public service broadcasters (BBC, ITV, Channel 4, and Channel 5). With a friendly smile radiating warmth, Freely brings free live and on-demand TV together in one convenient place.
We dodged every streaming convention in sea of content services that feel premium and lofty to create the Freemoji – an expressive mascot and TV-watching companion that perfectly complements Britain’s most iconic entertainment brands. With its dynamic and ever-changing moods, it's a character that demands attention.
The collection of emojis seamlessly blends the delightful worlds of Freely's content, interweaving bursts of joy, shock, and excitement that infuse the brand with vibrant personality. These versatile emojis also empower the brand to showcase hundreds of live channels, streamers, and talent on an equal playing field.
Freely’s tone of voice is chatty, cheeky, and consistently quirky. Designed as an extension of the brand's character, the voice exudes warmth, inviting everyone into the conversation. This approachable personality not only makes in-product navigation a breeze but also acts as a charming companion that guides them towards Freely’s worlds of entertainment.
“This project was a chance for us to bring a fresh new take on TV; we injected the essence of pure fun and warmth into Freely, and built a character that embodies joyful spontaneity. The brand personality comes to life through its friendly, conversational tone, and a suite of emoticons that burst open with energy and vibrancy when activated, mirroring the feeling of excitement you get when you're watching the vast array of shows we love here in the UK. It goes without saying that this will be my go-to platform for TV when I put my feet up in the evenings.” – Aydin Mustafa, Senior Designer
"Adding a well thought out motion theory can bring any brand to life. For Freely, it was key to not just make the brand, but also its central character come to life. It was a joy to experiment with expressive character animations within a branding project. Having such a wide range of emotions to articulate the viewer's TV watching experience and incorporating them within the brand makes Freely really stand out." – Jens Bombey, Senior Motion Designer
“What more can you say about telly? It brings us together, speaks to us as individuals, and reminds us that nothing’s better than snuggling up on the sofa with something worth watching. That’s a lot to wrap up in one brand. And I’m really proud of how we captured TV’s essence with Freely. All starting with a cheeky little face on a post-it note, it’s an identity with personality. The real kind, shifting from sunny to sad to shocked to in stitches at the press of a button. There’s so much craft behind it, but the spirit is what puts a smile on my face. And I hope it does the same for others.” – Jas Welsh, Senior Designer
"Adding a well thought out motion theory can bring any brand to life. For Freely, it was key to not just make the brand, but also its central character come to life. It was a joy to experiment with expressive character animations within a branding project. Having such a wide range of emotions to articulate the viewer's TV watching experience and incorporating them within the brand makes Freely really stand out." – Jens Bombey, Senior Motion Designer
“What more can you say about telly? It brings us together, speaks to us as individuals, and reminds us that nothing’s better than snuggling up on the sofa with something worth watching. That’s a lot to wrap up in one brand. And I’m really proud of how we captured TV’s essence with Freely. All starting with a cheeky little face on a post-it note, it’s an identity with personality. The real kind, shifting from sunny to sad to shocked to in stitches at the press of a button. There’s so much craft behind it, but the spirit is what puts a smile on my face. And I hope it does the same for others.” – Jas Welsh, Senior Designer
Freely’s tone of voice is chatty, cheeky, and never loses its quirk. Crafted as an extension of the brand character, the voice is full of warmth and invites everyone into the conversation. The approachable personality makes in-product navigation easy, and serves the viewer as a charming companion that guides them towards Freely’s worlds of entertainment.
The palette is simple but sophisticated – predominantly black and white, the brand uses pops of hot pink to bring a fun and eye-catching flair that elevates the brand anywhere it appears. The resulting system is fun but still functional, held together by its timeless, monochromatic elegance.
“What more can you say about telly? It brings us together, speaks to us as individuals, and reminds us that nothing’s better than snuggling up on the sofa with something worth watching. That’s a lot to wrap up in one brand. And I’m really proud of how we captured TV’s essence with Freely. All starting= with a cheeky little face on a post-it note, it’s an identity with personality. The real kind, shifting from sunny to sad to shocked to in stitches at the press of a button. There’s so much craft behind it, but the spirit is what puts a smile on my face. And I hope it does the same for others.”
– Jas Welsh, Senior Designer
“This project was a chance for us to bring a fresh new take on TV; we injected the essence of pure fun and warmth into Freely, and built a character that embodies joyful spontaneity. The brand personality comes to life through its friendly, conversational tone, and a suite of emoticons that burst open with energy and vibrancy when activated, mirroring the feeling of excitement you get when you're watching the vast array of shows we love here in the UK. It goes without saying that this will be my go-to platform for TV when I put my feet up in the evenings.”
– Aydin Mustafa, Senior Designer
"Adding a well thought out motion theory can bring any brand to life.
For Freely, it was key to not just make the brand, but also its central character come to life. It was a joy to experiment with expressive character animations within a branding project. Having such a wide
range of emotions to articulate the viewer's TV watching experience
and incorporating them within the brand makes Freely really stand out."
– Jens Bombey, Motion Designer
