Reporter Niamh Hughes caught up with My Dirty Secret! in it’s new more portable format at Cambridge Junction for the IHWAY Festival at the end of April. Read her insights and the results of our interview here.
New project intends to reflect broadcaster’s creativity.
ITV has refreshed its on-screen identity for the first time in nearly six years, with idents that will change every week throughout 2019.
The broadcaster has broken with TV branding convention by forgoing a set of fixed idents in a year-long project called “ITV creates”.
Launching on 1 January, the activity aims to reflect the broadcaster’s creativity. Every week, ITV will invite an artist to create a piece of work that is their expression of the logo. That work will then be filmed and produced into a set of idents by ITV’s in-house creative agency, ITV Creative.
ITV Creative worked with artistic director, curator and consultant Charlie Levine to select the artists from a diverse range of backgrounds and disciplines.
The artists who have created idents that will air in the first eight weeks of 2019 are: Ravi Deepres, Sutapa Biswas, James Brunt, Patricia Volk, Mark Titchner, Katrina Russell-Adams, Kristina Veasey and James Alec Hardy.
ITV will also dedicate one month of the year to student talent, offering opportunities to young artists at the beginning of their careers. The broadcaster will work with universities in different parts of the country to offer students the chance to design the ITV identity during that month.
Meanwhile, the main channel’s on-screen presentation is also changing to show a more “crafted” identity. ITV Creative and design agency DBLG created a cut-out logo for promos with three layers.
Paul Ridsdale, ITV’s director of viewer marketing, said: “Our current channel idents have been running for almost six years and, whilst they have served us well, 2019 felt like the right moment for a change.
“We think this new approach is fresh, distinctive and brings to life the energy and creativity at the heart of ITV. But, above all else, we simply hope that viewers will enjoy this ever-changing look as they tune in for their favourite programmes each week.”
Tony Pipes, ITV Creative’s executive creative director, added: “Idents have been around since the dawn of TV and the way they have behaved has changed very little. We wanted to push against the prevailing convention that idents are set – the idea that they are moving wallpaper that last five or 10 years without changing.
“This work reflects ITV as a 21st-century broadcaster, part of the fabric of culture, as an endlessly creative organisation… The pieces are beautiful, daring, entertaining and sometimes challenging, and that is OK because that is exactly what good TV should be.”
Straight off the back of the Southbank show, I received a new commission. This is another domestic installation involving wallpapers and fabrics that I’ve had printed with newly designed patterns. I am not at liberty to share the final results at this point, but expect vibrant colours and a zany, contemporary feel. In the meantime, I can share this image of the chair I’d stripped back once I’d begun the upholstery process. It’s always interesting to see what lays beneath those outer layers and then to rebuild and transform, breathing new life into it.
Last month brought an amazing opportunity to share My Dirty Secret! at the Southbank’s Unlimited Festival. My Dirty Secret! was making its third outing (previous shows were at DC1 Gallery in Eastbourne and Apthorp Gallery at Artsdepot in North Finchley) and I was proud to exhibit alongside other fabulous disabled artists in such an esteemed venue. Thanks go to Unlimited and Spirit of 2012 for commissioning, supporting and funding the work, and to Southbank for programming it in their festival.
As usual, the most exciting part for me is watching people in the space, interacting with the work; seeing people laugh, cry and talk animatedly about their own experiences and how the work resonates with them. It’s what it’s all about!
With My Dirty Secret! I have shared some of my own stories, but also the stories of others. In particular, the ‘Dirty phone calls’ that visitors could listen in to or read in the ‘private mail’, really brought the piece to life. It allowed a connection with people of different generations, cultures and life experiences. This blog is really a thank you to all of those people; those who participated by sharing their (sometimes very personal) stories either as part of the artwork itself or in conversation with me in the installation. Whether you’re clean, dirty, messy or tidy, your stories and responses have helped to make My Dirty Secret! an engaging piece and made my experience in developing and sharing it, a real pleasure. Thank you!
Straight from the pages of the Dirty Books on the My Dirty Secret! bookshelves…
Of all the household chores, the one I find hardest is vacuuming. It’s awkward and requires strength and mobility to both operate and manoeuvre around the house. The frustration I feel cuts deep. Perhaps it’s because it causes me physical pain to do it, perhaps it’s because I depend on others to do it for me. Loss of independence becomes very visible when you can literally see the consequences of it building up around you. As the dirt, the fluff, the discarded rice-krispies and the dead moths pile up (or get stuck to the bottom of my socks) there is no doubt that I am losing control over my own environment.
Visit the Dirty Books and browse through My Dirty Secret! to discover the honest and familiar stories of one exasperated artist battling to keep control over her environment.