Promax UK 2023 GOLD WINNER
Best Branding
The Dave rebrand had a number of objectives – to evolve the brand to better reflect Dave’s content; to make it appeal more to a younger and diverse audience; to give the brand the flex to dial up and down in partnerships, social channels and campaigns; and to provide a wider suite of assets and tools to keep the content we are putting out fresh today and for years to come.
Our creative articulation of this brief was to take the Dave tone-of-voice – the smart, comic, conversational brand that we’d seen flourish on our brand work, social channels and partnerships – and apply it to the biggest canvas of all – everyday life. Previously content to furtively chip-in from the sidelines, the new iteration of Dave would be everywhere our audience is, adding a fix of funny to their daily lives, however felt most relevant and funny at the time. An ambitious, confident and authentic evolution, the Dave brand would subvert, prod, poke and play with the world our audience lives in and what they experience everyday.
Conceived and executed by UKTV Creative in partnership with Studio Output, the new branding included an evolved logo, a new channel font, a refreshed contemporary palette, a set of real-world textured backgrounds and new updatable idents.
