The branding is aimed at boys, and Red Bee says it aims to create a fast paced, edgy, action packed channel identity. Red Bee designed all on-screen representation including menus, promos and the channel’s logo.
Red Bee was appointed to the project in September following a three-way international pitch.
The identity uses a series of ‘adventures’ shown from a first-person perspective.
Through the various idents, the viewer is transported through a number of areas, such as under the sea, into the jungle or into a giant pinball machine, aiming to mirror the audience’s interest in gaming.
‘It’s real “boys own” stuff – it’s filled with action heroes but we’ve been trying to create something you feel you were a part of’, says Ian Wormleighton, Red Bee creative director. ‘We came up with the idea that you wanted to be part of the channel for those blood-pumping moments that are hard to find in real-life. It’s not aspirational – it’s more like game-playing.’
All the idents were created in a ‘modular way’, says the consultancy’, meaning each of the four elements in the ident can be easily swapped to create variety. All the animation was created in high-definition by Red Bee.
Red Bee uses blue for the logo, aiming to move away from the primarily orange colour palette of the Nickelodeon parent brand.
The idents and some final graphic elements are rolling out this week.