UK: Virgin Media Television is renaming its LIVING2 channel offering alongside a comprehensive visual rebrand of its entire LIVING portfolio. On November 30, LIVING2 is being relaunched as LIVINGit, a new channel proposition based on the premise that “life’s worth watching”.
Here’s a glimpse at the new identity- will try to get a montage of the new package once it launches later in the week.
The creative concept for LIVINGit is about it “being part of your world, a prized object that participates in all aspects of life and this is reflected in the breadth of scenarios in which the logo appears as part of life.”
With the aim of giving the brand stand-out presence, the refresh of the LIVING portfolio centers on a stylish venue space – where the LIVING logo is central as an exhibit. Shot on 35mm film in a real environment the ‘LIVING Exhibit’ is where “everything about the brand takes place, creating an atmosphere, presence and turning it into a desirable destination.”
Jeff Dodds, Virgin Media Television’s Brand and Marketing Director explains, “With the launch of LIVINGit we are sending a clear message that the channel has a distinct personality in its own right. LIVING’s new on air look not only has huge on screen impact but gives us endless creative possibilities”
“In the TV environment it’s essential to have a strong brand. We also have a duty of care to our advertisers to keep viewers watching and engaged during a programme break with our branding creative.”
The rebrands were developed by Red Bee Media in partnership with Virgin Media Television’s in-house creative team.