Loose Women is ITV’s daily chat show featuring news, showbiz stories and lively debate. Following a fall in ratings, ITV decided to shake up the format of the show and introduce new presenters, including Carol Vorderman and Andrea McLean. Working with the team at ITV Creative we designed and produced a new identity for the show that reflected these changes.
The new identity is based on the core proposition ‘it’s like lunch with your best friends.’ The brand style is a reinvention of what many believe to be the golden age of graphic design, the 1950’s. This was a decade of optimism and forward thinking that catches perfectly the new mood of Loose Women.
The new branding was implemented onscreen as well as online and across a wide range of merchandising from mugs to champagne bottles. The revitalised show has been very well received by viewers and was nominated as Best Talk Show in the National Television Awards 2012.
