The key challenge was the global nature of the problem because every market had different programmes on the channel. We focussed on a distinctive position based on a brand promise - Universal Channel had shows from House to Elementary based on characters with complex, and rich back stories. These larger than life characters keep us watching for 24 shows a season as they grow, develop and reveal more of themselves. Full rounded , multi layered characters in every show..or in our words “100% characters”.

Once we had decided on a positioning and strapline – 100% characters. We worked on a simplified logo that communicated the principals of a dial that ran around to indicate percentages. The circularity of Universal was retained with a distinctive “nick”. This gave us a clear and clean design to work through all elements of channel branding, on screen presentation, and critically off air work. Here markets often get sent key art from L.A Studios and our template instantly helped the channel own the content.

Impressively adding 1.1 million weekly viewers across the markets within the first six months (and with more territories still to roll out), +9% in total overall viewing to Universal channel, and increasing 23 placings in channel ranking.