UKTV brought in Red Bee Media to relaunch its existing G2 channel. The idea was to make the brand as fun, exciting, intelligent and witty as the programmes on the channel. Working with the strapline 'The home of witty banter', Red Bee Media created the name 'Dave', making it the first channel to use a Christian name. The name was intended to represent its average male viewer. The group also developed an identity and on-screen presentation. The team comprised UKTV channel head Steve North and business director Mills Willis along with the Red Bee Media team, comprising creative director Kevin Hill, producer Sophia Pendar- Hughes, planner Clare Toolan and creative head Ruth Shabi.