Sky Sci-fi

The Syfy channel was rebranded as Sky Sci-Fi, an evolution of the brand that presented an opportunity to rethink not just how the channel looked, but how it could behave.

For more than 70 years, television continuity has remained largely unchanged: a voice, a personality, guiding audiences between programmes and keeping them connected to the channel. But what if that personality could be something entirely new?

With the rise of Artificial Intelligence, we had an opportunity to create a next-generation continuity host, an AI with a distinctive identity, intelligence and, most importantly, a big personality. And where better to introduce this character than Sky Sci-Fi.

A channel built around the future, the AI host becomes more than a continuity announcer; it becomes a character within the channel itself — blurring the line between television and science fiction, and bringing the world of Sky Sci-Fi to life in a way that feels genuinely futuristic.

Awards
Gold - Promax UK, Channel Branding
Bronze - Kinsale Sharks, Brand Identity

Credits
Agency: Sky Creative
Group Creative Directors: Alex Haley
Creative Directors: Jason Ford & Mark Jones
Senior Producer: Paul Coward
Senior Designer: Luke Tilly & Blake Calderwood
Senior Creative: Dan Heaver
Senior Copywriter: Paul Ewin
Senior Motion Designer: Savio Borges Palmerston
Junior Designer: Emma Coleman