UKTV Drama challenged Red Bee Media to create an identity for its new channel dedicated purely to crime drama. Red Bee Media came up with a tagline 'Alibi – the deadliest place on TV' that referenced crime paraphernalia and promised involving stories. The identity builds atmospheric scenes from sentence fragments, particularly murder narratives. TV stings teased the arrival of Alibi pushing the website. The relaunch online was promoted by five viral games, testing fans on their skills of observation and deduction.