Title	SKY CRIME
Brand	SKY UK LTD.
Product/Service	SKY CRIME
Category	A01. Creation of a new Brand Identity
Entrant	SKY CREATIVE London, UNITED KINGDOM
Idea Creation	SKY CREATIVE London, UNITED KINGDOM
Production	SKY CREATIVE London, UNITED KINGDOM

Name	Company	Position
Dani Sierra	Sky Creative Agency	Producer
Liz Arnott	Sky Creative Agency	Senior Producer
Harry Ward	Sky Creative Agency	Design Director
Alex Haley	Sky Creative Agency	Creative Director
Savio Palmerston	Sky Creative Agency	Motion Designer

Background

Sky Crime is the exclusive UK broadcaster of premium true crime programming from Oxygen and HBO. We wanted to create and launched a distinct brand that directs Sky customers towards an increasingly popular collection of content, especially with younger females under 35.

Describe the creative idea (40% of vote)

The most interesting true crime cases are complex, multi-layered and full of twists and turns. The more you learn, the more you want to know. This lead us to our brand idea: the whole story. The brand takes viewers on a journey to the truth; piecing together every fragment, every detail of a case, whilst challenging preconceptions of a crime that has been committed.

Describe the execution (40% of vote)

The brand design system centres around a distinct yellow ‘crime scene’ timeline that travels across the content. In addition, the identity uses a familiar crime colour palette of deep blue and yellow, familiar crime and police colour palette in the UK, with a bespoke condensed typeface designed for impact. The idents are ultimate representation of the whole story. Shot in two countries and across several locations, they show pivotal, fleeting moments of familiar true crime themes. All five idents deliberately maintain tension and ambiguity, challenging the viewer to question their assumptions and make up their own mind. To launch the brand we challenged the audience to “Question Everything”. The brand spot and promos present snippets of fascinating true crime stories, teasing the ‘whole story’ and asking all the questions the fans are thinking. This idea continued through to press ads and a huge digital OOH campaign.

List the results (20% of vote)

The new brand has brought together a loyal customer base with new content that they love. The launch campaign reached the whole country, encouraging viewing figures higher than its direct TV competitors combined. The brand appeals to the female demographic as hoped and has created brand loyalty to both the new channel and Sky as a whole.