Case Study: The Chase


Liquid worked with ITV Studios to produce the programme identity and in programme look and feel for one of ITV's most successful daytime shows ever.

With a regular audience of three to five million, it has also become a successful international franchise: regional versions have been made in Australia, China, Croatia, Germany, Israel, Norway, Russia, Serbia, Turkey and the United States.

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Our branding extends throughout the whole programme, from logo, titles, the ‘ladder’ set animations, gameplay look and feel and on-screen graphics. 

The essence of the show in in the name - drawing upon that human fear of being ‘chased’ by a opponent who is altogether smarter than you. The logo captures that essence - of a silhouetted figure threatening to reach out and catch you. The brand also uses fields of whizzing, motion blurred light to give the sense of rushing movement which is used extensively on LED screens around the set. 

The really hard work went into devising the mechanics and look and feel of the game play, which occurs on the ladder and links with the on-screen overlays. It was vital to get this element right - to communicate to the audience the progress of the Chaser and the contestants. The visual language of the onscreen questions and answers needed to be innately understand by the viewer, even though there are complex combinations of Chasers answers, contestant’s answers, correct, incorrect, actual correct answer!