Last week, Foxtel's W Channel kicked off a dynamic new drama lineup every night of the week at 7.30pm and to coincide with the bevy of new programming beauties, tactic rebranded the channel with a look that is simple, bold and sophisticated. First up, take a look at the new logo and stand-out colour palette.

You'll see the new channel tagline, Dramatically Good TV, shine through in the new Idents and branding elements. It's a very cohesive package designed to sit comfortably with the channel's new skew towards drama programming.

Creative Director, W, Amy Hutton says "Seeing the whole look roll out on-air was very exciting, and it was such a smooth and painless re-brand - on time and on budget who ever heard of such a thing? The package is slick and stylish and the feedback has been fab. Thanks to everyone at tactic for their patience and their perseverance."

tactic produced 5 idents as part of the new package. They're light hearted drama stories that reflect everyday expressions like "the cat that ate the canary", "crying over spilt milk" or "fish out of water". The spots lead viewers into a dramatic situation and each has a positive twist at the end. Music composition and sound design was done by tactic's sister company, Plasma Sonic. Hit the box below to see the quicktimes.