Over the last five years our team in Paramount Creative UK have worked to gradually develop a bold new brand identity, that works hand-in-hand with a new content strategy, to dramatically transform the reputation of Channel 5 – taking it from being the trashy butt of panel show jokes to a serious, grown up entertainment brand that offers high quality original programming to a mature audience.

Working with our internal creative team and design agency Pentagram, we created a robust and heavily branded modular system for our out of home campaigns. Brand attribution, retention, and showcasing a breadth of programming were central to our strategy.