To allow us to adopt a unified approach to a wide range of creative assets across on air, social, print and digital we established three main brand principles

1. Viewers are coming to us for a temporary escape. We want them to see something different, surprising and satisfying every time they interact with us.

2. Family and community are important to our audience. Make the experience feel like a conversation and place our viewers firmly at the centre of the channel.

3. Nothing should feel laboured. Imagine Mary Poppins cleaning the house—all the necessary chores are executed with an entertaining and effortless grace. Navigation, transitions and animation on the channel need to feel like this.

We then scrutinised the elements of channel branding to see how we could use them differently in line with our principles. We researched the media brands and places we knew our audience were already inhabiting such as Instagram, Facebook and fashion and lifestyle magazines. This helped to inform our editorial look and feel and move away from a more traditional approach to TV channel branding.

• Launch night viewing on the channel peaked at 950k viewers with a 3.6% share of viewing amongst all individuals making it the biggest digital channel launch in a decade

• 2nd highest twitter volume on launch day with a total of 91,811 tweets

• When prompted, 40% of 25-34s agree that they either do watch, or would consider watching ITVBe