As Creative Lead, I led the creative development for a new ITV7 visual identity, evolving the brand into a more contemporary, distinctive and energetic visual world while maintaining a clear connection to the wider ITV masterbrand. I developed the direction across typography, photography and a wider design system, creating a flexible identity that could work across both campaign and everyday communications.

A key decision of the project was choosing to shoot the launch campaign through a virtual production, allowing us to maximise the variety of content captured within a single shoot. I was able to develop a flexible visual world with AI generated environments that enabled us to create a substantial amount of campaign and BAU assets, from different scenarios with a broad library of real talent. The result was a refreshed identity supported by a substantial, flexible content library designed to work across the ITV7 brand throughout the year.

Production: The Banquet
Photographer: Nick Eagle
Re-Touching: Curious