Five's digital TV channel five life
was rebranded as FIVER from Monday 28th April 2008 in an effort to
make it "younger, faster, louder". The new on-air look is based on
a constantly moving cursor delivering unpredictive text to the
viewer. It will reference popular culture and will change to
reflect seasonal and topical events. The interface is energetic
and colourful drawing on a range of bright colours.
Hannah Barnes, the director of programmes for Fiver and Five US,
said: "The channel has enjoyed considerable success since launch
18 months ago and the time is right to build on that success with
an exciting raft of new programming. Fiver will hold on to the
best bits of [Five] Life but be younger, faster and louder."
Lisa Opie, Five’s Managing Director of Content, said: “I’m really
excited about FIVER. Its new position will complement the Five
family perfectly. It’s absolutely the right time to refresh the
channel’s identity to better reflect its development in content.
FIVER is the first step toward an invigorated and refreshed
portfolio.”
The revised brand strategy was developed in conjunction with
strategic brand consultancy Dave, part of the Engine Group.
On Monday 21st April 2008, 'Five Life' became 'Fiver'. These are
examples of the promotions run on the lead upto the rebrand.
