The aim with this set of ID's and Promo toolkit was to launch a brand refresh of Space that would re-position for broader appeal, especially to a female audience. The past look and feel of Space is quite dark and clearly directed at young men. The intention with these was to keep things mysterious and sci-fi, but light-filled and colourful, and with one foot firmly planted in the real world. The IDs are meant to 'surprise and delight' viewers with the unexpected wonder that exists in the real world all around us.