Art&Graft designed and developed the brand refresh for UKTV’s Alibi channel. The brand needed to create a distinctive personality that remained true to the heritage of the channel, whilst also reflecting the new brand proposition of offering viewers a “masterclass in deduction”.
Art&Graft were approached to evolve the core Alibi branding and produce a new, premium, on-screen package which could build on the heritage of the channel, whilst also appealing to new audiences and communicate the channel’s passion for crime solving with deduction.
Home to some of the best crime dramas, Alibi has a loyal following and appeals to viewers who enjoy piecing the clues together to solve a puzzle, the relentless pursuit of the truth in crime procedurals and the intriguing thrill of the chase.
We looked to capture the thought process around a crime scene in its most minimal, conceptual form by stripping back each scene to a few pieces of evidence connected together by a web of red string. The recognisable image of the string joining various pieces of evidence on a crime detective’s pin-board was transported into a physical space.
The red string acts as a device to join up the evidence within each scene, slowly piecing together the puzzle together, and urging the viewers to construct and question what they believe may have taken place.