ITV By Kyan


The UK's freshest new design system.

ITVX is ITV's brand-new video-on-demand streaming service delivering fresh content and classics to devices all across the UK. We partnered with the ITV team to help define new ways of working and build a scalable, multi- platform design system using the ITVX brand language.

The problem

ITVX was replacing ITV Hub as an entirely new streaming service for web, smart TVs, tablets and mobiles. As such, there was a need for cross-functional and cross-team clarity, and a home for all new design to take place for the service.

The ITVX service shown on a host of different devices

The solution

Our approach was to develop an interconnected system with discovery and self-service in mind. The ITVX design system—made up of a broad suite of foundational styles, component libraries, and documentation—provides the ITVX design and engineering teams with a well organised and scalable platform upon which they can create the future of ITV. In addition, we helped establish a future-proof approach to working, ensuring cohesion and efficiency as the ecosystem grows and evolves over time.


  • Design sprints
  • Discovery workshops
  • Team workflows
  • Design architecture
  • Competitor research


  • Design system
  • Multi-platform component libraries
  • Documentation
  • Internal tooling
  • Developer handoff files
ITVX design system elements composition
Someone using ITVX on their mobile phone
A variety of elements that make up the ITVX design system
Someone using ITVX on their mobile phone alongside a close up of the user interface
More elements that make up the ITVX design system
A composition of ITVX design system components

Our favourite moment

A stand-out moment for any project is seeing the finished product roll out. In this case, we found the results of our work on the TV screens of family members and all over the web. The ITV team did a great job and it was fantastic to see the new service receiving great praise and coverage.

“Kyan has been an amazing partner to work with. Their expertise and support has been crucial to help us launch at scale. They managed to bring us the structure and the scalability we needed for a complex design system that is used by many different product groups. All the designers we worked with have been at the top of their game and very flexible to work with. It's been a great partnership.”
Dora Giannioti, Director of Product Design, ITV


viewer growth
against previous year


streams in the
first week


components across
9 libraries

The result

ITVX launched to the nation, backed by a brand-new multi-platform design system that will continue to serve as the foundation for future growth. Design and engineering teams are more aligned, have greater clarity and can work more efficiently than before.

ITVX logo and elements