ITV Creative partnered with ManvsMachine on a branding ‘upgrade’ for ITV2, the network’s entertainment channel aimed at 16-34s.

ITV2 is positioned as a young, fresh and modern media brand and this new promotional style mirrors online behaviours wit a fun, fresh, on-air look & feel and a new approach to social.

The brand refresh encompassed an update to on-screen presentation, junction

flow and idents, alongside the introduction of bite-sized promos, and a re-boot

of the channel’s social feeds, spanning YouTube, Facebook, Twitter,

Instagram, SnapChat and Tumblr.

Rather than delivering a pre-packaged set of idents, we developed an automated modular play-out system that assembles idents on the fly. Like a digital tombola, the system randomly sequences snippets from the bespoke ITV2 branded ’scenes’.

This results in over 300,000 ident iterations, or to put it another way, you would

have to stay tuned-in for 36 years to enjoy every possible combination.

Since the refresh in August 2015, we have seen ITV2's share of 16-34s rise YoY. Research on the new branding has yielded positive results, particularly amongst 16-34s with respondents citing that it is "more modern" and "more accessible to younger viewers" (Source: YouGov Aug 2015).