ITV Tonight: Design and Re-Brand
Client & Sector
Client: ITV Tonight, via Multi-Story Media
Sector: Broadcast / Media / Current Affairs
Tonight has been ITV's main current affairs programme since 1999.
The Challenge
Tonight's look had been unchanged for over a decade on a show that's been part of ITV's schedule since 1999. The challenge wasn't just designing something new, it was refreshing a brand with two decades of audience recognition behind it. And doing that without losing what made it identifiable. We needed to build something that could serve the show's growing multi-platform output, not just the broadcast titles.
Our Approach
The design concept centred "Tonight" itself as the story's focal point, using visual rings to symbolise the investigation and story-gathering process at the heart of current affairs journalism. A concept rooted in what the show actually does, not a generic broadcast-package look.
The Solution
Delivered over a 10-week production in Cinema 4D and After Effects: a complete title sequence, plus, critically, a full templated kit built for the social team to use across their own output, keeping the brand consistent well beyond the broadcast titles themselves.
The Outcome
A complete kit for ITV, starting with the titles, but from this we made a whole suite of parts for the social team. With a templated kit, the programme was able to keep the brand consistent across all their output.
What ITV said...
The design brief: create a new look for the series that feels fresh and yet familiar to our audience and we are thrilled with the vision that MightyGiant have created.
Laura Caveney-Morgan | Exec Editor @ Multi-Story Media
The Craft
A concept rooted in the show's actual editorial identity; investigation and story-gathering rather than a generic broadcast look
Built explicitly as a kit, not a single sequence, from the outset
Extended deliberately into social-ready templated assets, giving the internal social team ownership of consistent output without needing a designer for every post.
Below we've put together a bit of a making of, to show the before, and the after.
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