Five launched a new on-air look on Monday October 06 2008. This was the first major change to the channel's presentation in six years. It was also the first major project for Five’s head of brand strategy and marketing, Carl Ratcliff. Speaking about the changes, Ratcliff said: "We feel this new work is closer to the truth of the brand. Playfulness and colour sit at the heart of this new identity."

Nol Davis, Five’s head of creative services, who worked with Ratcliff on the campaign, said: "The new on-air identity reflects a constantly evolving, energetic and enthusiastic brand and tone of voice. There is real synergy on and off air which reflects a true collaboration between all our creative services and agencies."

The first major off-air campaigns promoted 'Unbreakable', a global adventure series, and the travelogue series 'Paul Merton In India'. Both campaigns - incorporating a mix of press, online and poster advertising - were produced by Grey London.

The new on-air identity - the most significant revamp since 'Channel 5' became 'Five' in 2002 - was developed by Dixon Baxi.

Over one hundred submissions were received from New York, LA, London and across Europe, as part of the project to develop a new on-air presence for Five. Twenty ideas made it through to production. Teams from Partizan, Aardman Animations, Buck, Flynn and Rokkit were selected to create 'bursts' of content.

Nils Leonard, associate creative director, Grey London said: "We have worked hand-in-hand with Carl and his team to create a fresh, quirky and likeable campaign which reflects the high quality of the programming and the new tone of voice."

Simon Dixon, founder/director at Dixon Baxi, said: "The new on-air look combines strong design, confident language and the spark of personality which reflects the fun of watching TV with Five."