Where the BBC have to take a paternal role towards it audience, CITV has been on the same level as kids, seeing the world through their eyes.

We know, that being a kid isn't easy, having to conform to teachers’ rules, schoolyard rules and adult rules. It’s hard for a kid to find time and space to enjoy being a kid.

CITV creates a time and space where kids can be free to be kids. No rules, no pressure, no stress. A place to kick back, have fun, play, have a laugh, imagine and express themselves.

A place for kids, by kids.

Competing in a cluttered marketplace, CITV suffers from a lack of awareness and consideration amongst kids. An incoherent brand, combined with editorial that has to appeal to a broad age means viewers don’t currently see CITV as a channel for kids like them.

The role of the redesign was to get CITV on more kids repertoire by repositioning the channel as brand that’s relevant to kids lives.

A positioning that’s true to the mother brand, content and would differentiate us in a crowded marketplace but specifically against the BBC as our only competitor on Freeview platforms.

The first thing we did was stop thinking like adults, all we knew that how to communicate needed rethinking -the language we use, the style, the voices.

Our logo is playful, something a kid would want to adapt, play with and is flexible enough to wrap itself around our broad range of age range content.

Kids take our logo and imagine it into a C-creature that we animate into an ident. Alongside kids idents, we also created a range of in-house idents that capture the world of a kid - a real world backdrop with animated playfulness.

ITV undertook a survey amongst parents about CITV to see whether or not it fits within its image 'a place where kids can be kids' and 62% of parents did agree with this (beating Nickelodeon and the Disney channel). Awareness of CITV has increased since the rebrand.