Services
Brand Idenity
Strategy
The Tension
Sky Kids needed to launch as a fully ad-free TV channel, competing with established names like CBeebies, while meaningfully appealing to both children aged 0–7 and their parents.
The Idea
The insight was simple: through a child's eyes, anything is possible. Rather than a conventional channel brand, the logo itself becomes the jumping-off point – transforming into whatever a child's imagination conjures.
The Brand System
A transforming logo at its heart
The logo transformation sits at the centre of everything. A single, flexible device that unlocks a different world with each ident, while keeping the brand instantly recognisable.
The Brand System
Idents
Led with Luke Tilly, 12 scenarios were developed through open collaborative ideation – from a toothpaste tube spiralling gloriously out of control to a robot B-Boy. Each shares the same timing and structure, but has its own world, energy and silliness.
The Brand System
Craft
Concepts were sketched in Photoshop before Moth Studio built each scenario in 3D using Cinema 4D, Redshift and After Effects. The goal: Sky's high-end aesthetic with the imperfect, tactile feel of a well-loved toy. Sound by Zelig Sound, recorded with real instruments, digital tools and children's voices.
The Brand System
Social
The Brand System
A 13th ident, designed by a child
After the initial launch, a competition invited children to design their own ident – one winner's idea was produced and aired on the channel. A direct expression of the brand's purpose: not just inspiring kids to imagine, but platforming what they create.
Results
Launched February 2023. Top pay kids channel in launch week. No.1 for consumption since launch. 9 of the top 15 Kids Pay programme ranks in the first week. 79% channel awareness among Sky customers. Won a D&AD Wooden Pencil for Channel Branding.
No. 1
Pay kids channel in launch week
Award for channel branding
79%
Channel awareness among Sky customers
Credits
Creative director:
Alex Haley
Design director:
George Lewin
Lead design and art direction:
Luke Tilly
Design and animation:
Luke Tilly
George Lewin
Emily Brown
Mark Paul
Senior producer:
Lizanne Murphy-Kozlowski
Account director:
Nat Lewy
Production Co-ordinator:
Elizabeth Danielle
Executive Producer:
Liz Arnott
3D animation:
Moth Studio
Ident Direction:
Moth Studio & Sky Creative
Sound Design:
Zelig Sound
Services
Brand Idenity
Strategy
All Works
