Brief: Re-imagine/re-think an existing brand or sub-brand that you can prove requires a new direction and redesign its visual identity.
I chose to re-imagine the TV show 'I Kissed a Boy'. I Kissed a Boy is an LGBTQ+ reality dating show on BBC Three that was cancelled after 2 seasons. The format of the show follows a cast of gay men that are matched together based on their compaitablity. Upon meeting they kiss immediately to see if they have a spark. They proceed to explore their connections once moving into a house in Italy called the Masseria. Here their connections are tested by new men who enter the house through the entirety of the show.
Whilst researching the show, insights showed that it leans into hookup culture, gay stereotypes, un-serious dating, and forced moments.
This led me to want to re-imagine the branding for the show and refresh the show format to allow it to show a real and authentic side of the gay community that hasn't been shown on TV before. Where the men can form and build on genuine connections with the hope of falling in love.
To have the best chance of succeeding and hitting the right audience I decided to move the show from BBC Three to ITVX and ITV2 as this streaming platform and channel is already known for reality TV and has an loyal audience that are fans of this genre of TV. I made this decision from looking back on BBC Three’s past reality dating shows - they cancel after a season or 2 and don’t retain their viewership long term.
NEW SHOW FORMAT
The show will cast men in their late 20’s/early 30’s that have faced struggles or challenges in their dating life up until this point and are at a point in their life where they’re ready and serious about finding a long term partner.
The men will be matched up with each other based on compatibility and what they need going into a new relationship. Due to these men’s past dating experiences they may be scared to jump into a new relationship/connection.
This is where the show’s host Paul Brunson will come in to guide them on breaking down their emotional barriers, fears in going into a new relationship and beginning to open up with someone again.
The show will follow each couple on their journey together and how they begin to heal from their past relationship experiences and start to form a new relationship built on moving forward and building a future with a new partner.
NEW VISUAL IDENTITY
