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Award-winning commercial broadcaster UKTV today revealed a full rebrand for its free streaming service UKTV Play.

After an intensive market research process consulting current users and new target audiences, UKTV Play will relaunch with a renewed digital-first brand direction and a fresh look and feel.

General Manager for Digital, Andrea Amey, said, “This rebrand marks the beginning of a real step change for UKTV Play. With over six million registered users and thousands of new hours of content being made available on the service this year...

"I’m delighted that our new brand creative unites our channel brands like never before and perfectly encapsulates UKTV Play’s warm tone and playful spirit.”

Kate Rossiter, UKTV’s Head of Marketing, said, “It’s been brilliant to create a consumer-centric positioning for UKTV Play and provide the Creative team with a clear springboard to work from. The redesign is being supported by UKTV Play’s biggest marketing campaign to date, with significant on and off-air media plans.”

The first step in the design process was to create the new logo that allowed key imagery to interact with the branding and unite all of the distinct UKTV channel brands like never before.

UKTV’s Head of Design, Peter Allinson, said, “Our task as UKTV creative was to refresh the UKTV Play brand by creating a distinctive design language that feels modern, compelling and digital-first. By bringing the brand promise to life and drawing users into the UKTV Play eco-system, we are now able to make viewers feel at home as they enjoy the brilliant mix of TV available on the service.”


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