Delivering a digital design system at scale for ITVX

Client

ITV

What we did

Design Systems
Digital Strategy
Digital Branding

We joined forces with ITV to help create ITVX, their cutting-edge streaming service

ITVX was set to replace ITV Hub, needing a complete overhaul across web, smart TVs, tablets, and mobiles. The goal was to unify design and streamline communication across multiple teams.

Person using a laptop at a desk, browsing the ITVX website with a featured banner for a drama series titled ‘The Twelve' and a row of recommended shows below.

A dark UI-style diagram showing the structure of ITVX design workflows and component libraries, displayed on a black background with neon yellow connectors.

Collection of TV show thumbnails on a dark background, including a highlighted card for ‘Trigger Point' marked with a premium label.

A design system built to scale ITVX

Kyan delivered a dynamic digital design system that empowers discovery and self-service. It's the ultimate toolkit for ITVX designers and engineers, packed with foundational styles, component libraries, clear documentation and a governance process. This system enabled a platform that scales, shaping ITV's future.

Phone in hand showing ITVX home screen (Trending / Gripping drama / Period drama rows)

“DRIVE” promo card overlaid on Ryan Gosling

Design tokens sheet (Easing / Colour / Border Radius panels)

Living-room TV UI showing “Dune” on ITVX

Everywhere, from living rooms to the web

Watching ITVX come to life was a thrill. Kyan's work was everywhere, on our families' TVs and across the web. The team loved it, and the impressive stats speak volumes.

By the numbers