itv2 "Life Amplified"
On Air Rebrand for itv
ITV2 is the naughty sibling of the ITV family. As part of the team at ManvsMachine, I contributed to creating a badly behaved channel brand system that disregards the norms of scheduling. Rather than producing a pre-packaged set of idents, we set out to develop an automated modular play-out system that generated the TV idents on the fly. This results in 300,000 possible edits - or to put it in another way, you would have to stay tuned-in for 36 years to enjoy every possible combination.
Using patterns as our conceptual base in the creative process, loosely following the theme of "Life Amplified", we strived to make the visual look of excess our own and use it as a branding tool for itv2. The visual collages were created around doublewords such as "HotDog", "SlamDunk", "TrafficJam", ...
Randomized Idents generated by itv2 Ident Algorithm
Additional Idents (Batch Two)
Concept, Design, Direction: Manvsmachine