A new tech launch for a big-hearted brand

ITV’s new on-demand platform, developed in 2015, was much more sophisticated than the ITV Player it replaced. How to name it, and launch it, in a way that communicated that difference yet didn’t get too carried away with tech? – because the big-hearted, mainstream nature of the ITV brand still needed to shine through.

Passionbrand worked with a multi-disciplinary ITV team in structured workshop sessions to come at names, descriptors and taglines for the new service. The naming long-list was huge, as it so often is, but objective probing narrowed it down to half a dozen to research.

The result was ITV Hub, which was brought to life graphically by the ITV internal creative studio, while Passionbrand developed the verbal side, with launch scripts, slogan and a set of ‘verbal assets’ – ready-made phrases that captured the spirit of the innovation, dramatised the ITV values behind it and embodied the flexibility to be used across multiple touchpoints.

ITV Hub: the new name for on-demand ITV.
Name and lead verbal assets created by Passionbrand.