ITV needed a brand that would stick. Over the course of around 15 years the television corporation went through 7 rebrands or brand refreshes and in the new age of huge choice in the UK TV market it was decided that something was needed that would stand the test of time and the new digital platforms. The result was the Cannes Lion bronze winning network rebrand that ushered in the modern age of broadcast that reflected the "everyday life of the Great British public".