On-screen branding for ITV Network’s first commissioned soap for 16 years, Night and Day, has been created by Kemistry for a fee of less than £50 000.
The consultancy has designed a brand identity, title sequences and ad break bumpers for the series, which focuses on the relationships between teenagers and parents and claims to combine romance with a dark thriller element.
ITV Network has commissioned 240 episodes of the programme from Granada Production for London Weekend Television, which will be aired in a tea-time slot thrice weekly from early November – the exact date will be announced tomorrow (Thursday). There will also be a once-a-week late-night adult version of the show.
‘The series is aspirational. It’s characterrather than issue-led, and is warm and sunny. We wanted a title sequence that reflects the two different generations and was pacy and unusual, like the show,’ says Night and Day producer Chris Le Grys.
Kemistry has used the Greenwich meridian line as a ‘metaphor for the series’, which is set in the south-east London borough, and a ‘bold red colour as a brand identifier’, says Kemistry production director Richard Churchill.
The consultancy, appointed in February, won a three-way unpaid creative pitch against undisclosed rivals to secure the work.