Five to develop channel brands in first digital drive

Five is planning to launch two digital channels this autumn, with branding and on-screen identity created by its in-house design team and advertising agency VCCP.

Work is yet to begin on the branding of the new stations, Five Life and Five US, but VCCP founding partner Adrian Coleman confirms the ad agency was briefed several weeks ago to develop creative with Five’s designers.

Five US will screen American drama, comedies, films, sport and youth programming, while Five Life will divide its output between women and children, incorporating pre-school strand Milkshake, along with a mix of dramas, films, soaps, and factual and lifestyle programming.

The two free-to-air channels represent a major investment by Five owner RTL, which has been under pressure to propel the station – the UK’s sole remaining analogue-only, national TV broadcaster – into the digital age.