UKTV has partnered with Red Bee Media for an on and off-air brand refresh of their Dave channel.
The new look for Dave, which goes live tomorrow, is said to echo the “natural evolution” of Dave’s brand. The project has seen the creation of 4o new idents that will fill the space between programmes on Dave. UKTV said that those idents and visuals will provide “witty observations and amusing graphics that both entertain and inform”.
“We want people to think of Dave not just as a place you visit but a mate you want to spend time with even when you can’t get near a telly”, said Will Gunton, UKTV’s Senior Brand Manager. “In a world crowded with hundreds of channels, Dave has always stood out for its unique personality, which gives us the ability to talk and act in ways which others can’t. This refresh is designed to inject this unique persona into everything we do on and off screen and expand the Dave brand to an even bigger audience.”
“Now not only home to all things witty, Dave’s distinct and charismatic personality is continuing to bring wit to your world through unexpected and amusing moments of entertainment and flashes of irreverent humour”, added Steve North, General Manager of Dave. “The updated look and feel Red Bee has created provides a re-energised and more flexible platform for the channel’s wide range of brilliant programming.”
This marks the second time that UKTV has turned to Red Bee to help develop the Dave brand, with the firm having previously worked on creative for the channel’s launch back in 2007. It also comes after Dave posted record ratings in 2013 to become the UK’s number one non-PSB channel. The channel, which has won a slew of awards for their marketing and identity, now reached some 27 million viewers a month.