Brand & Identity
Sky Kids
Challenge
As Sky Kids evolved from an on-demand service into a linear, ad-free channel, it needed an identity that could bring it to life.
We’re big kids at heart.
So when it came to building on the initial award-winning Sky Kids channel brand launch in 2023, we had to build a set that felt as unpredictable and creative as the content itself. And one that could work continuously through the day.
We embraced our inner child and got to work.
Solution
Through kids’ eyes, anything is possible.
We built a world shaped by the limitlessly imaginative rhythm of a child’s day. A set of 12 playful idents from toothpaste and unicorns to spaghetti and dinosaurs…
Each ident can stand alone, but together they create a unique and recognisable world for Sky Kids.
Joyful, surprising, and full of personality, this set is fun for all the family!
And don’t just take our word for it. We’re award-winning too:
Brand & Identity
Sky Brand Refresh 2026
Challenge
Sky had never been more ambitious.
But with over 15 sub-brands and hundreds of assets spread across different teams, channels and experiences, the brand wasn’t always speaking with one voice.
We needed to be single-minded. Not just in the messages we chose to share, but in the brand through which we wanted those messages communicated.
And most importantly, the feeling at the heart of it all.
Solution
Across the board, we simplified.
We reduced to one Sky brand and four sub-brands: Sky Arts, Sky Sports, Sky News and NOW. Alongside that, we introduced a new logo system, simplified our product descriptors, and got rid of unnecessary design elements in favour of a clearer and more flexible identity.
Shared creative principles and a tone of voice rooted in our tenacious optimism helped every part of Sky show up with more consistency and confidence.
The result? A simpler, stronger Sky. Built to work seamlessly across every channel and touch-point.
Brand & Identity
Kick It Out
Challenge
Discrimination takes many forms, from racism and homophobia to misogyny and disablism.
As Sky’s charity partner, Kick It Out is dedicated to tackling discrimination in sport.
Our challenge was to help reshape perceptions of the organisation, creating a clearer understanding of its role while encouraging more discussion around discrimination. And without referencing the word ‘hate’.
Solution
We re-imagined the Kick It Out brand around clear, simple messaging: Together we can change it.
By turning ‘it’ into a powerful symbol of everything the charity stands against, we created a flexible identity system that could adapt across all communications.
Supported by a fresh creative approach, the new brand shifted the focus towards positivity, action and togetherness, helping Kick It Out inspire change both on and off the pitch.
