A modern, energetic brand identity to transform perceptions of live TV and catch up service, Freeview in the UK.

Freeview is a digital terrestrial television platform in the UK. They recruited us to help reenergise the brand. To give it a challenger mindset and help make Freeview front of mind again for millions of viewers.

Over 6 months we developed a new strategy and brand identity that redefines Freeview. Featuring a dynamic new logo system, comprehensive visual identity. From packaging for new TVs and set-top boxes and a more human tone of voice to digital communications and advertising.

An energetic and ‘kinetic’ new icon unifies the brand.

The logo hierarchy unifies different products and services. The icon has an angular form, which evokes a gestural quality. It is designed to express positive energy and movement, with the vibrant shifting colour suggesting freedom of choice. It appears across all touchpoints and signals a bright, new digital future for Freeview.

“You have pulled off the trick of creating an identity that retains some of the heritage of the brand, yet making it undeniably contemporary and fresh.”

Guy North, Managing Director, Freeview

Freeview Play TVs now account for one in three (34%) of smart HD TVs sold in the UK.

Audiences now identify with Freeview and how it fits into their lives. A previously confusing, opaque brand is now on the same pedestal leading digital TV platforms. We act as brand guardians across Freeview’s advertising, social and experiential agency partners, seeding the new brand into their campaign executions.