Heavenly brands Current TV

Al Gore’s viewer-created Current TV network has appointed London-based branding expert Heavenly to create its new global identity, which is launching this month.

The cutting-edge youth TV network was introduced to the UK in October 2006 in partnership with BSkyB and allows viewers to upload their own content via the Current TV website.

Heavenly creative director Richard Sunderland says, ‘We were appointed on a full-service basis to develop the global brand position and then apply that to an advertising campaign, on-line activity, partnerships and events.’

‘The brief was to make the channel engaging for the 18- to 34-year-old target audience, the filmmakers and media brand partners, while maintaining a strong brand identity throughout,’ adds Sunderland.