The Challenge

Create a TV channel identity with unique stand-out in a busy market.

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The creators of the hugely successful Clubland TV were looking to launch a new music channel with a truly diverse playlist. With WTF already secured as the channel name, we knew that a quirky and memorable brand identity would be the best way to raise awareness of the new brand.


By using a strong and simple logo as the basis of the brand identity, we were able to add a distinct personality to WTF in any number of unique ways. Through a series of animated and video based stings as diverse as 'dancing wrestler' and 'underwater cheese holes', we created an identity that reflects the WTF attitude. The TV channel identity was rolled out in phases with the logo, channel stings and channel furniture used at the launch. Additional supporting brand content was also created to develop the visual language of the channel.
The Payback
  • Complete music channel identity created within a tight budget and deadlines.
  • Channel stings that make you laugh, make you cringe and make you watch it again and again.
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