The consultancy was appointed directly in November 2008 to Project Kangaroo, the on-demand service developed by BBC Worldwide, ITV and Channel 4. This was acquired in July this year by broadcast and communications company Arqiva, which kept Rudd Studio on when it took over.
In September, the consultancy was briefed to create a ‘clear and intelligent consumer-facing look’ for the brand, that would suggest customers can ‘play’ with on-demand programming. Eleanor Ridsdale, designer and co-founder of Rudd Studio, says the name See Saw was chosen, ‘as it brought out the playful side of the channel’.
Ridsdale says, ‘The arrows facing forward and backwards show how you can do this, flicking through archive footage.’
A series of five idents has been created, which will be rolled out from today. ‘We’ve tried to cover all genres with the animated logos. Some are quite child-like, and one has got a Hitchcock feel,’ says Ridsdale.