Initially our brief was to update the channel’s visual image, but it soon became clear to us that more was required than a wash and brush up, one Channel 5 executive admitted that their many of their viewers were embarrassed to be caught watching their channel. Our response, very much in line in line with the channels core values of straight talking was rooted in a clean and structured information delivery supported by a broad, distinct, colour palette. Our work with them was the most significant repositioning of a channel we have been involved with. With Spin’s recommendation, all aspects of the channel: name, identity, behaviour and tone of voice changed completely. Freely embracing the channels commitment to populist programming, we enabled them to celebrate light entertainment.