TV channels and streaming services have content coming out of their ears - and they’re all shouting about how unmissable, bingeworthy and must-see their shows are. The problem is, for most people TV isn’t something they can drop everything for and watch with the concentration of a brain surgeon.
The Great! Network of channels (formerly Sony) are watched by XX up and down the UK, showing classic content from shows like Murder She Wrote to blockbuster movies like Drive. The typical Great! Viewer is over 55, and yet this demographic is largely forgotten by other TV channels, stereotyped or left out when it comes to advertising and under-appreciated as champions of broadcast TV.
We were tasked with creating a brand for Great! that gives it real personality, portrays TV as the audience actually experience it and cuts through the noise of the channels and platforms screaming for people’s attention.
Great! already had great insight into who their audience was, but delved deeper into what matters to them and the role TV plays in their lives. We felt the new brand had to provide a refreshingly honest take on TV. The research we conducted found that for almost 50% of people in our target audience the main way they watch TV is with it on in the background, with their concentration going from complete focus, to more of a background role as ‘emotional central heating’ - and everything in-between.
Great! Strategy
2025
Rich | Director / Editor
Henry | Strategy Director / Produce
Darren Martin | Camera Assistant & BTS shooting
Great!’s content provides a healthy dose of nostalgia, is easily navigable via the channel architecture (Action, Mystery, Christmas, Romance & Movies) and most importantly fits into peoples’ lives.
This idea of TV that fits right in is at the heart of the brand and is the antidote to the narrative pushed by most channels.
The strategy then led to a thoughtful refresh of the graphic elements, from a refinement to the logo, to the creation of a vibrant, new colour scheme to aid navigation and give the genre channels a feeling of individuality that sat hand in hand with their content.
25 x Idents - the 20 second pieces of brand content between shows that enable continuity voiceovers to talk to viewers - were created for the first time, filmed to show the unvarnished reality of daily life, coffee stains and all.
Great! Rebrand
2025
Rich | Director / Editor / Sound Design
Henry | Strategy Director / Producer / Copywriter
Rauf Bayraktaroğlu | Shoot Producer
Devoted Films Ltd Mark Winterhalder & Richard Jackson | DOP’s
Mark Brennan & Sam @ Denmark Studios | Lighting & facilities
Kelly-Anne Wills, Vickle Carter, Milly Carter | Art Department
Fraggle Jury & Kamlyn Chak | Styling
Darren Martin | Camera Assistant & BTS shooting
Jordan Nelson | Art Director (Brand)
James Wignall | Art Director (Brand, Architecture & Motion)
Mandeep Bisran | Art Director (Print)
Richard Clarke & team @ Rumble Music | Great TV Composition
We also created the Great!’s first brand spot to help bring the new brand to life, which featured a year in the life of a typical Great! viewer’s house, with all the bingeworthy, unmissable moments that daily life brings, from meeting a new grandchild, to a popcorn fuelled movie night with the whole the family.
Great! Brand spot
2025
Rich | Director / Editor / Sound Design
Henry | Strategy Director / Producer / Copywriter
Rauf Bayraktaroğlu | Shoot Producer
Devoted Films Ltd Mark Winterhalder & Richard Jackson | DOP’s
Mark Brennan & Sam @ Denmark Studios | Lighting & facilities
Kelly-Anne Wills, Vickle Carter, Milly Carter | Art Department
Fraggle Jury & Kamlyn Chak | Styling
Darren Martin | Camera Assistant & BTS shooting
Jordan Nelson | Art Director (Brand)
Jane Wing Voice Over Artist | VO
