TELUS gave Youville the mandate to create the identity of the new video on demand for adults section of OPTIK TV in order to increase rapidly its notoriety.
The creative challenge was to remain evocative without being vulgar. The word «desire» was adopted as it draws an emotional aspect tinged with femininity and sensuality, while remaining tasteful. In addition, it tickles the imagination of couples looking for a television program for their evening. The name of the chain, with a typography suggesting sensuality, is integrated in a colored pastille in a gradation of passion red to pink suggesting sweets and representing the object of desire. In addition, the use of this singular form, with the name of the chain in reverse, maximizes its visual impact and creates the necessary contrast to allow the logo «Desire» to stand out from the visually filled universe it usually evolves in.