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Granada/Boots Joint Venture appoint 4i

Added: (Mon Dec 04 2000)

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Monday, 04 December 2000

Convergent media firm 4i has been appointed as the lead brand design consultancy for the creation of a new health and beauty network of TV and internet services, to be launched early next year by Granada Media and Boots.

4i won the intial pitch to Granada for strategic naming and brand identity concepts in June and has been working with both parties to define and develop the brand since the announcement of Digital Wellbeing Ltd (working title for the joint venture) in early October. The full brand name and identity will be announced shortly as 4i develops identity guidelines and oversees implementation with a number of third-party agencies across televisual, online and printed media.

“4i have played a central role in helping us develop a clear voice for the new network. We chose them because of their understanding of strategic positioning and their mix of experience in brand marketing, television, entertainment and interactive services.”
Paula Carter – Joint Managing Director, Digital Wellbeing Ltd.

The service initially comprises a linear live television channel linked by content to a transactional / informational website to provide a route to wellbeing for everyone. It will develop into a non-linear broadband offering in due course, with a personalised suite of health and beauty services and products.

“Creating a consistent identity for a completely new brand – owned by two such established companies – is an enormous challenge. We are excited by the possibilities offered by the convergence of retail marketing and entertainment media. We see branding as a vital element in providing the consumer with clear signposts to a comprehensive range of health and beauty products and services".

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