Formerly called UKTV Gardens, the repositioned channel is aimed at young women, offering programmes including Under the Knife and the Rachel Zoe Project.
Red Bee has created a Pop Art-inspired channel identity, and a tagline which reads, ‘Really. You couldn’t make it up.’
Four cartoon idents that are intended to emulate Pop artist Roy Lichtenstein’s graphic style show situations which prompt the responses ‘Really?’ or ‘Really!’. The idents are called Surgeon, Café, Changing Room and Park Bench.
In Café, a woman makes eye-contact with a man drinking coffee, and starts imagining him as her knight in shining armour. But in the final shot the man’s boyfriend joins him.
Red Bee has also created endboards, break bumpers, an on-screen presentation system, promotional kit and launch promo, as well as a website for the channel, www.isitreally.co.uk.
Really is UKTV’s ninth and penultimate channel rebrand.