BBC Broadcast is behind the brand identity for the new UKTV daytime channel Bright Ideas, which launches on 15 January. The lifestyle channel consists of four programme genres - food, home, garden and miscellaneous (health, beauty and travel). The idents from BBC Broadcast reflect these genres and will run alongside the strapline ?TV to inspire you'. Senior designer Paula Williams explained that the idea behind them is to reflect the channel's attempts at ?achievable transformations' for its audience, with the symbol of a light bulb used in the idents to reflect inspiration. Shot on Super-16, with effects achieved in camera where possible, Williams and creative director Tim Platt used special lighting rigs with Inferno operator Mike Skrgatic enhancing the images at Condor Post.