A brand new channel launch, a hub for the real-life and dramatic, a series of female-led shows, a new logo, a diamond portal, a series of environments, a dramatic flow, a bold approach to bold programming.
Art&Graft created an identity from logo up to launch for UKTV’s W channel, a female-focused televisual space bringing a bold programme of high profile drama. Creating a series of idents and channel OSP’s, the studio team threaded a journey through immersive portals, inviting the viewer into the drama of the shows.
Remaining true to the channel’s motto of ‘Life Unfiltered’, Art&Graft developed a series of interconnected environments from a bustling hospital to a building being searched by the emergency services.
By developing the continuous, looping portal at the centre of the Idents, the new logo became the key mechanic to invite the viewers to step inside these worlds, glimpsing moments of subtle drama that spoke to the sophisticated programming of the channel.
The motion language created for the diamond logo allowed the team to adapt a series of gridded screens with diamond reveal segments to introduce W’s range of iconic IP.
"This was the perfect chance to flex our post production skills, working with a steadicam operator to create the intense atmosphere for the idents."Mike Moloney, Executive Creative Director at Art&Graft
A diagonal grid system underpinned all the motion deliverables, offering a flexible framework punctuated with geometric windows of IP. The beautiful gold diamond acts as wayfinder and instigator – a playful sprite that leads the eye towards the key focus of every motion.
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A series of boxes, diamonds and cubic potholes, staircases, springs, lift the flap and lava flows, a moving grid of action and iconic IP, a colourful rebrand campaign for one of Cartoon Network’s classics.
Broadcasting to the children of China and beyond, with over 900 million regular viewers.
900 million regular viewers, China’s most popular children’s channel, an organic overhaul, odes to culture and China’s historic artistry, a rich tapestry of fantasy worlds, a family adventure, leap and slide, turn over a new leaf to iconic IP.