Interbrand Newell and Sorrell has designed the identity for a soon-to-launch cable TV channel conceived by musician Dave Stewart.
Called Innergy, the station claims to be the first to occupy the “mind, body and spirit” niche. Innergy launches this summer on European cable network UPC – the network’s seventh channel.
Innergy is a collaboration between Stewart, Dr Deepak Chopra and entertainment executives Morgan Mason and Eileen Gregory. It aims to give male and female viewers “guidance for self-empowerment”.
“We will cover all aspects of life. Innergy is transformational TV – the power to make a difference. We aim to reach a wide audience with a wide variety of hip and sexy programming,” says Gregory.
The branding is described as “modern and appealing without clichÃ©s”, by INS chief executive Rita Clifton. Stewart says, “It feels like a celebration and has a real sense of wonder and excitement.”