After a successful string of previous idents Undabo was approached by the creative team at Sky One, to produce a new ident for the channel but this time for their HD service, the brief was to create an English / urban design that embodied any UK town.

The piece was a fairly open brief, and had originally started life as a London themed animation with the London Eye, London busses, and famous landmarks all forming the final image, however it was decided later on into the job that it should become more generalised to the country as a whole.