W Channel Rebrand
Art&Graft have designed and developed the branding, OSP and idents for UKTV’s rebrand of Watch to premium, flagship entertainment channel ‘W’.
With bold ambitions to challenge the comfort zone of women's TV and offer viewers smart escapism and rewarding journeys, the branding needed to mirror this brave strategy, whilst also working with a broad range of content. Our solution was to create a strong, confident design system that reflects the modern personalities of this female demographic, while also being welcoming and appealing to wider audiences. Sidestepping overtly feminine design tropes - pink, fluffy, soft - we have created an authoritative, premium channel brand that audiences, especially women, can relate to, be inspired by, trust to curate great content and most importantly be entertained by.
Art&Graft is a motion-led design studio founded by creative director Mike Moloney.
We create outstanding animation and motion; a combined creative vision to craft intelligent, original work. Our name reflects the philosophy that underpins everything we do — exceptional creative concepts realised through the painstaking attention to the tiniest of detail.
We are a permanent team of design specialists and producers allowing you to work closely with the actual creative talent from an early stage. A creative collaboration that ensures something unique, not just another generic look-a-like.
This refined approach allows you to create ambitious, genuinely bespoke work that will get you noticed.
