On Monday September 16 2002, Channel 5 rebranded as 'five' in a multimillion pound relaunch. The project was directed by advertising guru, Trevor Beattie.

Five director of marketing, David Pullan, said: "This campaign set out to achieve three key objectives: to clarify the channel's creative strategy; to refresh the channel's on-screen identity; and to address the gap between the common perceptions of Five and the new reality of our programming - stimulating viewers' reappraisal of Five's programmes and brand.

"Channel 5 was a name; 'Five' is a brand. 'Five' as a brand reflects the evolution the channel is undergoing in programming and in becoming a more confident and distinctive viewer proposition."

The channel redesign began five months previous, following the appointment of Pullan, previously vice president, marketing and digital channels at MTV Networks, UK & Ireland.

Following a highly competitive pitch process, a trio of leading consultancies was selected to help execute the marketing strategy devised by Pullan and his team: creative strategists WalkerBannisterBuss; design agency Spin; and advertising company TBWA/London. These companies worked alongside Five's in-house marketing department on the different elements of the campaign.

WalkerBannisterBuss worked closely with Five's creative strategy team in programming and marketing to help identify and articulate the channel's positioning moving forward.

WBB helped to distil key themes from existing and new research, and to formulate potential positioning for the channel, before working with the team to identify the channel's core values and organising thought.

The Spin team of creative director, Warren Beeby, group account director, Martin Saunders and senior designer, Chris Turner, worked with Five's in-house creative services department to create an entirely fresh on-air look comprising an integrated graphics system and a new logo, plus personality-defining live-action idents.

One of the key changes was the removal of the five-toned 'colour bar', which had appeared as a flash between ads since launch, in addition to being part of the logo.

The original colours had now been expanded to five distinct palettes, each comprising five colours. The evolution would see the channel using colour in a more engaging way which was believed to better reflect the diverse moods and voice of the channel.

The channel's logo, previously the number 5 within a circle supported by the colour bar, was now replaced by 'five', which would always appear in lower case.

Five was the first channel to regularly use purely typographical promotions, which involved copy-written type overlaid over sound bites from the channel's key shows. This method would complement more traditional on-air promotions. The new on-air identity was complemented by specially-commissioned music from leading cutting-edge commercial artists, as well as expanded usage of commercial music which was licensed from record companies and music publishers.

Pullan added: "Our new on-air identity will give the viewer a completely fresh experience of the channel. It is ground-breaking and innovative, while remaining approachable and true to the channel's roots."

TBWA/London developed the creative strategy behind the channel's autumn advertising campaign. The outdoor, print and underground campaign supported the season's emblematic shows: 'Live With Chris Moyles'; 'Michael Jackson's Face'; 'The Shield'; and the channel's film line-up, including premieres of 'The Matrix' and 'Saving Private Ryan'.

The advertising was written by Trevor Beattie and Bill Bungy. This process was managed for TBWA/London by account director, Dan Worrell and planning director, Carl Ratcliff.

Media for the campaign was planned and bought by Walker Media, which had an account with Five since 1998.

Pullan said: "In the past, much of our advertising has been tactical with no one ad having much continuity with the one which preceded or followed it.

"It is time to be more strategic and cohesive in our communications, and to use consistent creative work in consistent media to make our budgets work more effectively and to give Five's brand more clarity."

Although the new look formally launched on-air on Monday September 16 2002, the network had used its new 'five' branding during the first and second screenings of the film 'Saving Private Ryan' on Tuesday September 10 2002 and Sunday September 15 2002.

The first screening of 'Saving Private Ryan' at 9pm on September 10 2002, was preceded by a 'five'-branded ident. The station's numeric '5' DOG also disappeared for the duration of the film. Animating in-programme holding captions featuring the new logo had been used around the commercial breaks. The old five-coloured bar was still used as a break sting though.

By 12.20am on Wednesday September 11 2002, the old '5' DOG had returned and the channel reverted back to the use of the idents introduced in March 2002.

At 9pm on Sunday September 15 2002, the second screening of 'Saving Private Ryan' was preceded by a new-look 'five' ident. The circled '5' DOG was faded out permanently at this point.

The March 2002 idents appeared once again after the film. They remained in use until mid-morning on September 16 2002.