Jim is an optimistic and playful television channel that is part of the Finn’s everyday lives. The channel is viewed steadily from Monday to Sunday, therefore the slogan: Luckily it’s a weekday.
To establish the feeling that Jim is a part of the Finns’ everyday lives, we designed an expressive and playful mark. This brandmark lies at the core of Jim’s new identity and embodies the feel-good of Jim. The friendly curves create an organic brand language that accentuates the optimistic vibe of Jim. Also, the use of bright orange as a primary colour of the channel reinforces this optimistic feel.
Acting as a window, Jim uses a minimal - and playful UI system derived from the logo mark. By hovering over the logo crops we create an easy and modern flow. The system contains a range of logo crops for different purposes. This way, the mark becomes a window to the Finnish everyday life - making the identity relevant and adaptable to any situation.
Also in the photography of the idents and menus we take a glimpse into daily life, supporting Jim's role as a brand. Orange is applied on objects, again to represents the positive twist and to focus on the activity rather than the personality.
The flexible identity system allows for easy adaptations of images and photography to be used in print advertising and outdoor.
The music we composed for Jim underlines the feeling of coming home and being able to lay back and relax. A simple touch of everyday happiness.