[W. Knight]

Here's the thinking process behind the new Dave...

Spurred on by Dave’s brand belief that ‘humour is a damn good antidote to the awkward mess that is modern life’, our aim was to provide direction for a brand which prods, pokes and subverts the world around us. Something that celebrates the joy of everyday reality, and helps you ‘find the funny’ through authentic observation of relatable moments.

Forget the super-slick category conventions of TV branding. In Dave’s world, mistakes can happen. Frailty is on show. Flaws are celebrated. This playful irreverence leads to unexpected moments, where the tone can shift from something deadpan to a blast of pure silliness. To build brand attribution, we devised a loose system that inspires UKTV Creative to keep things fresh and reactive within a recognisable look & feel.

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