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Delivering a digital design system at scale for ITVX

What we did

Design Systems
Digital Strategy
Digital Branding

Client

ITV

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.

A dramatic scene featuring a man in a dark suit and hat smoking a pipe, with the bright yellow ITVX logo centered over the image.
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.
Large yellow text reading ‘Connected TV' on a dark background, with faint names of platforms like tvOS, Web Browser, Android and iOS repeated behind it.

The Big Idea

We 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 scalable platform, 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

The Result

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

Kind Words

Kyan has been an amazing partner to work with. Their expertise and support has been crucial to help us launch at scale.

ITV X

Dora Giannioti

Director of Product Design, ITV

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