Flextech Telewest opts for in-house rebrand

Merging cable and TV broadcaster Flextech Telewest will not be employing a brand consultancy to create its forthcoming new identity, following its rejection of Wolff Olins’ design concepts in September.

The broadcaster will not confirm whether Saatchi & Saatchi, the company’s ad agency, is working on the rebrand. A Flextech Telewest spokeswoman says Wolff Olins was commissioned to rebrand some concepts earlier this year, and confirms the re-brand is still going ahead. The Flextech Telewest identity is likely to be unveiled next year when the merger of the companies is complete.

She says: “While we appreciate the work Wolff Olins has undertaken for Telewest, we have decided not to commission its designs at this moment.”

Prior to the merger, Telewest worked with Radley Yeldar in February to create the brand identity for its broadband Internet package, Blueyonder. The then Brown Inc, the design arm of the Added Value Group, was also appointed last year to brand Telewest’s digital TV service.