The channel, which is owned by Chello Central Europe, is aimed predominately at boys aged between eight and 12.
Red Bee Media was appointed in February following a two-stage creative pitch process that began in December 2010.
The brief was to create a ‘boysy’ channel identity, which featured characters and would appeal to slightly older viewers than its sister channel Minimax, says Red Bee Media business director Ursula Capell-Helm.
She adds, ‘The branding looks completely new but bears in mind that Minimax is there.’
The consultancy has created two robotic characters for the channel, I-ron and Spark-e, who live in the fictional transmission station from where the channel is beamed. The idents feature moments when the robots are not doing their job, but creating mischief in the station, playing games and racing down the corridors.
The identity is seen being beamed down by the characters, and in-programme pointers emerge from the environment.
Capell-Helm says, ‘Menus appear from doorways, and move in that clunky, space-ship kind of way.’