Charlie Hocking
Creative Director · Founder
Studios:Studio Kiln
Quotes
“We knew from the outset that ITV needed a brand device to unify their content across streaming and terrestrial channels.”
“The Apex clicked when we realised it could be both structural and symbolic — literally and metaphorically positioning ITV back at the centre of British entertainment.”
“Once we created a device that physically connected the ITV logo with content, the whole mindset changed.”
“One of the toughest decisions was to reduce sub-channel indicators and choose a single colour – Spark Yellow.”
“Simplifying isn't about losing things — it's about giving the brand more confidence.”
“The process began with identifying and protecting the core elements users already loved – particularly the iconic handwritten logo.”
“We focused on designing a minimal but powerful kit of parts – each element carefully crafted to work seamlessly with the others.”
“We wanted people to see the identity and think, 'of course that's Vinted!'”
“It's about giving them a system that's as intuitive to use as the platform itself.”
“We've always put a lot of emphasis on the quality of the work, so we stuck to putting out projects we were proud of and continued to build awareness of the studio like that.”