To create an identity for the launch of the UK’s first Business Lifestyle channel, bringing together the best insightful and informative business programming with business related entertainment. This new content combination meant we needed to redefine consumer perceptions of business programming, beyond the market-data-rich channels like Bloomberg and Reuters, to create a distinct positioning and identity that brought entertainment values together with the authority of the business content.Focusing on employees of small and medium sized enterprises and business students, the core thought of ‘being in the know’ was combined with a brand personality that was both entertaining as well as professional, distancing itself from the norm of the business news sector.The creative response built from the language of cartoons and illustration from the financial press. Characters were created and placed in a pink environment; in this world the characters encounter business problems and issues. This enables the channel to balance the need for humour to lighten the message, whilst remaining credible.The channel has consistently achieved a higher than average ABC1 profile and has attained the highest rated digital channel for this profile in multi-channel homes, thereby attracting advertisers such as Barclays Bank and Microsoft.